While Drake’s lovelorn sad-boy persona has been endlessly mocked, meme’d and parodied by fans and other artists, the intense polarization of his fandom only serves to strengthen his grip on the culture. From his sartorial choices to the way he seemingly invents and popularizes new slang overnight, every move he makes is meticulously curated to maximize the exposure of his personal brand. Social media has transformed Drake into an almost-living meme. No artist intrinsically understands the generational ethos of millennials better than Aubrey “Drake” Graham. By contrast, the chief characteristic of modern millennial rap leans towards aspirational “personal branding” and a desire to live on your own terms-you are nothing if you aren’t your own boss. 90s hip-hop was about cultural authenticity and the desire to crash pop culture on its own terms. Golden era rappers were cultural pioneers who codified the language and technique of hip-hop that the culture now takes for granted. Doc Zeus spells worst behavior without the “u.”Įach generation is defined by its artists and their ethos.
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