Drake new album ICEMAN is due May 15, Drake’s official social accounts announced, capping months of cryptic teasers.
In downtown Toronto, the artist staged a promotional installation featuring a 25 feet tall ice sculpture that organizers said held the album announcement inside. The sculpture stood 25 feet tall, and footage of the reveal was shared online.
Drake new album teasers included a public ice reveal
Video captured on the streaming platform Twitch showed a streamer identified in reports as Kishka chiseling the sculpture open to reveal a blue waterproof pouch. The pouch reportedly contained a concept art book and the May 15 release date.
A person with direct knowledge of the promotion, who was not authorized to speak publicly, said the streamer received $100,000 for the stunt. The sum was described as approximately $100,000 by the person.
Drake new album follows recent PARTYNEXTDOOR collaboration
The artist behind the project is Drake, the Toronto rapper and songwriter who rose to prominence in the late 2000s. The promotional material described ICEMAN as his first full album since a collaboration with PARTYNEXTDOOR on Some Sexy Songs 4 U.
The livestream and teaser clips also suggested guest appearances by Central Cee and Yeat, names that appeared in short segments of the live footage. Those appearances have not been confirmed by the artists or their representatives.
What to expect from Drake new album and industry reaction
Track listings for Drake new album have not been released. The teaser clips and the concept book seen in the pouch indicate a visual theme centered on cold tone imagery and blue palettes.
A music publicist, speaking on condition of anonymity because they were not authorized to discuss promotion plans, said streaming services and playlist curators will likely prioritize the release, and that the campaign is designed to generate social media momentum before May 15.
Drake did not immediately respond to a request for comment. Representatives for Central Cee, Yeat, PARTYNEXTDOOR, and the streamer identified as Kishka did not immediately reply to requests for confirmation of their involvement.