Last Friday the 4th and after a week’s delay, Drake and 21 Savage released their new collaboration titled “Her Loss”, which comes shortly after Drake’s new album “Honestly, Nevermind”.
Despite the controversial lyrics of the songs, the new album of rappers Drake and Savage has a new form of advertising based on parodies of different songs and fake covers that attract the attention of the public. With this, the plan of their marketing campaign included a fake performance of one of their songs, “On BS”, on SNL’s Saturday Night hosted by Michael B. Jordan and announced on Drake’s own social networks, something that has not gone unnoticed by their fans given the recreation of the program as a form of advertising, being on the same official plate that night Steve Lacy.
Although this strategy may seem strange, the results are being very positive: “Her Loss” is currently one of the favorites to debut at number one on the Billboard charts. In fact, on the same day of release, the controversial single got 150 million streams and all its tracks reached Spotify’s global top 50, making it the top competitor to Taylor Swift’s “Midnights”.
Thus, the lyrics of Drake and Savage’s new release have meant the manifestation of some artists, as is the case of the world-renowned rapper Kanye West, also known as “Ye”, who explains that “It’s time for Kingdom Love Drake”.
However, after the success of their campaign, Drake and Savage have done it again, this time on November 7 and with the theme “Privileged Rappers” in a golden studio very similar to COLORS.
The work of both artists as a marketing strategy has achieved the objectives set: to reach the public in an innovative and unreal way.
At the moment, the public is just waiting for the new appearance of the rappers.
Lorena Almansa
