September 29, 2015 therebelsociety

The Fader | The Minds Behind Apple Music Explain How What A Time To Be Alive Became A Global Moment

drake-future-birthday-bash

Zane Lowe and Larry Jackson talk about how Beats 1’s OVO Sound Radio began, and how it launched a top-selling album.

Like almost everything Drake does at this point, last Sunday’s release of What a Time to Be Alive, his mixtape with Future, was a master class in how to create a moment. Drake teased the tape onstage in Atlanta on Friday night then confirmed it on Saturday afternoon by posting its cover art—a minimal photograph of diamonds—to Instagram. Soon after, fans flooded social media with a fury of diamond emojis, more efficient and delightful than any hashtag.
Before its release

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