Guest Post: With Mixtapes & Social Media, Is The Album So Far Gone?
At first glance, Drake's success as an artist appears similar to his hip-hop peers. The actor turned Grammy-nominated rapper performed at the 2010 Grammy Awards and starred in a recent Sprite commercial during the NBA All-Star game.
Drake By The Numbers
First, let's look at the conversation volume around Drake on Twitter. Beginning to buzz in the middle of 2009, Drake has remained at the center of the hip-hop conversation, hovering around 5,000 Tweets per day for the second half of 2009. He has edged out hip-hop heavyweight and current label mate Lil' Wayne with buzz and recently benefited from a post-Grammy bump of over 60,000 Tweets in one day.
A Closer Look At The Data -
A glimpse at the real-time Trendrr dashboard suggests Drake's top geographic markets include New York, Atlanta, Toronto, Las Vegas and London. The demographic data suggests Drake's audience is skewed towards women, with 57% of the conversation deriving from females and 43% of the conversation deriving from males.
What The Data Tells Us -
The Trendrr data sets reveal two findings. The first is that Drake has been an item of popular and trending conversation on Twitter, increasing rapidly since his Grammy performance. Second, listening behavior for Drake is increasing in frequency and volatility, consistent with the increase in conversation. Together, the data shows appearances at seminal media events such as the Grammy’s pay dividends in social media and reap rewards for the artists in terms of consumption, further proving the interconnection between television and social media.
Drake has developed a budding musical career without the release of a full-length album and initially without the backing of a major label. He has already affiliated himself with hip-hop's most popular stars and is making money from concerts and brand endorsements.
This brings us to a final question worth considering: