February 3, 2016


'The Drake Effect' Part 2: The Power of a Drizzy Co-Sign

Welcome back to The Drake Effect, a weekly miniseries created by Fuse's Esteban Serrano in which we explore the various ways Aubrey Graham has singlehandedly shifted hip-hop culture. The second installment, "The Co-Sign," features thoughts from Drizzy, TinasheKendrick Lamar, Hot 97's Bobby Trends, Genius' Rob Markman and YouHeardThatNew's Low Key.

Ever since a multi-song Lil Wayne endorsement vaulted him to fame on the So Far Gone mixtape in 2009, Drake has been surgically accurate with his choices of who to work with and when. "I was actually blessed enough to really collaborate with my friends, with people I care about and love, and people who I share the joys of music with," Drake tells Fuse in an archival clip.

Examples of the Drake stamp, now powerful enough to kickstart entire careers overnight, include his remixes of Tinashe's "2 On," Migos' "Versace" and Fetty Wap's "My Way." He also brought A$AP Rocky and Kendrick Lamar on the Club Paradise Tour back in 2012, in support of Take Care. Rob Markman calls the Drizzy co-sign "mutually beneficial." He goes on:

"I think it keeps Drake relevant—'I'm gonna help them take it over the top, and it's gonna keep me on radio without me having to roll up my sleeve and show you the tricks that I'm holding for my next album."

"He knows what he's doing, man," adds Bobby Trends. "Picking all the right artists to do all the right things with. And he's smothering everybody like hot, thick gravy."

Watch the second part of The Drake Effect above, see the premiere ("The Mixtape") below, then come back next Wednesday, Feb. 10, for more.