Over the last decade, Drake has become one of the biggest names in hip-hop. Arguably the most prominent name right now.

In no way was it an accident.

Drake knows how to hack the internet and saturate his name in culture.

Here are two things that stand out 🧵
1. Meme Culture

There isn't a more impactful presence in culture than memes.

They travel through the internet faster than the speed of light from feed to feed and landing in your DMs.

At the center of them is, Drake.
An accident?

Not at all.

He understands the power of memes and embraces it entirely.

Here's what he said in an interview from 2016 about being the most memed person on the internet.
Around the time of a song or album release you'll notice we hit new levels of drake saturation on every platform.

Social users quickly become Drake’smarketing team without even realizing it.

It's genius.

How does he do it?
Drake provides the world with templates for memes.

Unlike many album covers -- drake’s are simple and easily replicable for memes.

So, as soon as they drop, they're meme ready.
Same goes for selected songs/videos.

For example: Hot Line Bling

Simple dance moves. Easily done.

Insanely memeable.
When dissected it’s a formula

Memeable album covers x memeable songs/dances = MASSIVE awareness for an album or song drop.

He knows it works so well that he even tried planning virality-- and it worked.
2. Viral Challenges

We talked about Drakes's dances being simple.

This is the perfect recipe for a successful challenge.


Because they're simple enough that everyone can participate. And a lot of people do!
Previously he had two massive hits with challenges for “Nonstop” and “Hotline Bling.”

It racked millions of participants and billions of views.

He saw this and knew he could replicate it by creating a planned challenge.
3 days before Drake released “Tootsie Slide” a viral dance challenge had already surfaced.

Knowing previous songs went viral -- he hired dancers with massive social media followings to create moves for his upcoming song.
The result?

Absolute vitality on every platform.

It first hit ridiculous numbers on Tik Tok, made its way to Instagram, and even found its way onto Twitter.

The song quickly claimed its way to #1 on the charts.

It brought in billions of views.
One of the best parts about it was that he created this challenge on purpose in the middle of a pandemic when people were stuck at home, and TikTok growth was through the roof.

Kudos drake.
IMO artists usually don’t get enough credit for how well they market themselves and their music.

And Drake is world-class at it.
If you want to binge on more marketing threads just like this one, then follow @alexgarcia_atx because I’m dropping one for the next 39 days.

If you rather have your morning coffee and binge read in your email, then 👇


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More from @alexgarcia_atx

6 Apr
My Theory On Marketing 🧵
Marketing sometimes gets a negative perception. As a marketer I get it. At the end of the day, we use our skills to make money. Of course, building relationships, providing value, and building communities are the goal.
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This fuels the fire that marketers ruin everything.
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People are inherently self-interested.

They want their problems to be fixed.

Knowing this is key to telling stories, writing copy, and providing a customer journey that influences their decisions.

Influenced = Convinced
2. Henry Ford / Understand Consumers Unknown Desires

Harvard Business School professor Theodore Levitt, history praises Ford by saying "His real genius, was marketing."

Ford recognized the needs and wants of his target market for than they did.
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I've scripted, filmed, and produced over 150+ video ads.

Some worked okay and some were a grand slam.

The ones that worked best followed a simple framework with a little bit of flair.

If you study some of the greatest ads -- they also followed the same framework.

Use this 🧵
Here you are — grinding day after day to scale your business.

Everybody around you is saying you gotta use video.

You go online and you read the blog post “100 video stats you should know for 2021”

You’re like holy sh*t. I needed to start creating videos yesterday.
At night, you dream about video.

You wake up knowing this is the “IT” factor you’ve been missing in your marketing.

So, you start.

Today, we’re adding video to the mix.

You pick up a notepad and quickly realize you don’t know how tf to script a video that’ll work.
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2 Apr
Remember the early 2000s?

Dial-up internet.

Spotty phone coverage.

During this time, Verizon was known as the worst service provider falling short of AT&T and Sprint.

Until they launched a campaign that helped them gain massive market share in just 2 years.

Here's how 🧵
Okay, so it's the early 2000s.

The competition was heavy between service providers.

You had AT&T, Sprint, and Cingular down right battling for you to buy a sh*tty flip phone paired with terrible service, snake, and price-per-minute plan.
At the time, unlimited plans weren't the norm...and neither was reliable coverage.

BUT, Verizon did their homework. They dug through data, surveyed, and researched like crazy to find what customers craved from their service providers.

And what did they want?

Reliable coverage.
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7 lessons from people that taught me more than any business/marketing class I've ever taken 🧵
1. @naval

To be a good creator, you have to be creative. To be creative, you have to be constantly creating.

Try a ton of stuff.

Geed feedback from the world.

Some will work. Some won't.

Stick with what works.

Innovation comes from pushing through failure.
2. @shl

Find a problem that you and people similar to you face, and build the solution.

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So, in a single weekend, he launched the first version of Gumroad.

Problem -> Solution -> Business Opp
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I’ve doubled @TheHustle's Twitter account in the past few months while picking up our engagement off the floor.

But, it took some time to gain momentum.

Once you nail it, the growth is consistent.

Consistent growth = possible viral moments.

Here's exactly how I did it 🧵
1. Bio = Headline

The same way you test your headlines on a website, test your bios on social platforms.

I’ve changed The Hustle’s bio over 10x.

Pick a metric.

Use your bio to fuel the metric.

Test it for a few weeks.

When you find the one that works best -- stick with it
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Threads are the single best way to grow on Twitter.

They give the audience an inside into your perspective, thought process, opinions, and storytelling.

This framework works best:

First Tweet = Headline
Body = Context/Story
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