Drake has done, what will neologically become known as a “Beyonce”. Drakes 4th studio album was released in the early hours of Friday morning with little more than the hashtag #IfYourReadingThisItsTooLate as an announcement.
His smug Twitter hashtag linked his fans and surprised writers to his new album via Twitter, just before midnight ET Friday morning and every relevant media department scurried to deliver a rushed review.
Ever since Beyonce shook the music industry up with her iconic surprise album more and more artists have opted for this cocksure method of communicating their album releases. It’s a bold statement which issues a big middle finger to the media and the newest member to join the big F You bandwagon is Drake.
The album has 17 tracks and features collaborations with Lil Wayne, Travis Scott and PartyNextDoor. Along with his album Drake appears in “Jungle” a 15 minute atmospheric short film featuring passages of new music which alludes to life in Canada prior to his fame and fortune.
If You’re Reading This Its Too Late is available to buy on Souncloud, iTunes and Spotify for £11.99.