Drake & Adin Ross streamed for six and half hours the day following Christmas, displaying the philanthropic side of the rap star — a quality that sets him apart from his fellow rap peers. Although the artist remains Spotify’s most streamed Rap artist, 2024 has not been Drake’s best year in the court of public opinion. There is a consensus on the internet that the artist’s rap feud against fellow rhyme smith Kendrick Lamar did not end in his favor. To make matters more critical, the Toronto native is in a legal exchange with his employer, Universal Music Group, and Spotify with claims that the two entities have conspired to defame him and smear his image by actively boosting the reach of Kendrick Lamar’s Not Like Us, which alleges Drake is a pedophile.
Although rap critics like Joe Budden feel as though Drake’s Family Matters has more lyrical firepower, the cultural impact that Lamar has generated, particularly on the West Coast, overshadowed Drake’s record and dominated the conversation during the summer of 2024. Due to the effect of Not Like Us, Kendrick received many critically acclaimed acknowledgments, such as seven nominations at the 67th Grammy Awards and Billboard’s 2024 Pop Star of the Year. It is safe to conclude that 2024 was Kendrick’s year in Hip-Hop.
For most musicians, a feud of this magnitude could have been career-damaging. Drake, however, is the exception because of his tenure in the business and how his work transcends generations. This statement is true when the rapper partnered with streamer Adin Ross for the Drizzmas Giveaway, continuing a tradition Drake adopted on the set of his music video for his hit record, God’s Plan. Over nearly seven hours, over 150,000 participants tuned in to watch Drake hang out with his buddy Adin while discussing various topics like the state of Hip-Hop, his aspirations for future donations, and his upcoming tour in Australia, The Anita Max Win Tour.
The rapper leaned into his candor to give fans and viewers a transparent view of his personality outside of the music, which humanizes him in a way most rappers often shy away from. The event, sponsored by Stake.com and Kick.com, required fans to email their stories to stake@drake.com. In their submissions, fans could enter for a chance to win prizes like a dream vacation, rent for a year, a $250,000 cash prize, an all-expenses paid trip to his upcoming Australian tour, and various other categories. Drake took the time to read the stories of each selected participant and called them via FaceTime to discuss their journey and their stories. Among the winners was a young mother of two struggling to keep up with her living expenses while striving to complete medical school. When she got the call, she busted into tears while expressing her gratitude to Drake and Adin for their contributions to her cause.
The stream escalated to a new level of wholesomeness when Drake’s mother, Sandra, guest appeared and shared a heartfelt message with viewers. Avid fans know Sandra has the voice of consciousness that keeps Drake from getting out of character when he gets into it with his industry peers; she famously quoted Michelle Obama’s “When They Go Low, We Go High,” on Drake’s 2017 mixtape More Life. It is a sentiment most mothers can identify with when coaching their children to be resilient amid controversy. Over two minutes, Sandra shared with viewers how things once were before Drake’s massive success in the music business, and they should strive to keep hope alive despite the challenges they may face along the journey.
Beyond giving back, Drake fixated on making the stream less about him by focusing on Adin Ross, acknowledging that he and Kai Cenat are reimagining what kids aspire to become. A decade ago, many kids aspired to become entertainers and musicians; however, there is a class of rising streamers, which Drake credits Adin for inspiring such a cultural shift. No matter what the critics may say, Drake’s impact and contributions to culture will never fade because outside of his pure talent, the 6 God has been candid about every turn in his life and reduces himself to struggles the common man has experienced while dream-chasing. It is safe to say when they go low, Drake finds ways to go high.