Study Says Drake’s Endorsement of Toronto Worth $3 Billion
Options
DOPEdweebz
Members, Moderators, Writer Posts: 29,364 Regulator
DJBooth.Net
5 days ago by brokencool
Drake's clearly the 6 ? , but how much is a deity's co-sign actually worth to the city of Toronto when it comes to endorsing the city on a global scale? The Toronto Star set out to conduct its own research and the results are staggering.
Working with a research firm the paper considered Drizzy’s massive social following, cumulative YouTube views, major appearances in the media (such as his recent stand on Saturday Night Live) and references to the city in his music - even the “Views” album cover with Drake perched high above the city on the CN Tower. Ultimately, they determined that the total value of this exposure to the city was an astonishing $3 billion, calculating that in order for city of Toronto to buy that kind of exposure it would cost an unfeasible $300 million in advertising. They then multiplied that $300 million figure by 10 due to Drake’s endorsements and mentions coming from a place of authenticity and the fact that he is considered an A-list celebrity. Perhaps some fuzzy math, but whether or not his worth is exactly $3 billion, the point is it's a lot.
“We knew there was a value to what he was doing, but we hadn’t put a dollar figure on that, but I guess we’ve seen that the price of cool is priceless,” says Toronto city councillor Michael Thompson, the chair of Toronto’s economic development and culture committee, and also the co-chair of the city’s music advisory council. “Over the years we’ve really developed a sense of self. The city has come of age because of its diversity and Drake is a great example of that,” affirmed Thompson. “Moreover, the way he has conducted himself and the way he represents himself has benefited Toronto.”
There was a time not long ago when a rapper mentioning they were from Toronto or Canada had a negative impact on their career (see examples such as Choclair or Saukrates) and did very little to raise the profile of rap music north of the border. But by combining songs with mainstream appeal, a massive internet presence and an unwavering stance to prop up his hometown (from the Raptors organization to all the Toronto natives employed by OVO), Drake's provided some real, tangible branding growth and economic value to the city on a global scale.
By @brokencool, native Torontonian
Illustration by Samona
Comments
-
Thats good
-
Didn't read but I believe it. Absolutely no one cared about Toronto before Drake
-
Somebody actually did a study? But why?
-
Didn't read but I believe it. Absolutely no one cared about Toronto before Drake
Nah, Toronto was still a dope city to travel to
It was Known for its multi-cultural presence and a business capital of the world
But, it was granted a lot more exposure, after Drake endorsed it and start calling it the "Six"
He runs that city like Lebron runs Cleveland -
BigBallsNoWorries wrote: »Didn't read but I believe it. Absolutely no one cared about Toronto before Drake
Nah, Toronto was still a dope city to travel to
It was Known for its multi-cultural presence and a business capital of the world
But, it was granted a lot more exposure, after Drake endorsed it and start calling it the "Six"
He runs that city like Lebron runs Cleveland
London and New York>>>>>>>>>>>>>>>>>>>>>>>>Toronto in both categories you listed
Really can't be argued -
Didn't read but I believe it. Absolutely no one cared about Toronto before Drake
I used to ? with,Choclair and Kardinal Offishall and always wanted.to hit.Caribana while Drake was rolling in wheel chairs. -
You from Detroit tho
The only reason I thought about Toronto or Canada in general is because i have family there -
You from Detroit tho
The only reason I thought about Toronto or Canada in general is because i have family there
? , Toronto is like Chicago/New York of Canada. It's a dope city. But I get your point. -
BigBallsNoWorries wrote: »Didn't read but I believe it. Absolutely no one cared about Toronto before Drake
Nah, Toronto was still a dope city to travel to
It was Known for its multi-cultural presence and a business capital of the world
But, it was granted a lot more exposure, after Drake endorsed it and start calling it the "Six"
He runs that city like Lebron runs Cleveland
London and New York>>>>>>>>>>>>>>>>>>>>>>>>Toronto in both categories you listed
Really can't be argued
I'm saying Toronto can hold it's own and it's still a place to visit
Now you're talking about two highly publicized places
New York/Statue of Liberty is the symbol and has been romanticized by the public/media as the symbol of liberty and justice
London is of the most popular places in Europe and in the world period
and has a whole lot more history than Toronto
So it's hard to compare or compete with major cities like those
Bigger cities and more people
-
Didnt read but Drake should be pushing Billionaire status in his career eventually, with this kind of impact and influence.
-
-
Lol. This ? @AggyAF can't stand anything Toronto.
666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666666
-
The Recipe wrote: »Didnt read but Drake should be pushing Billionaire status in his career eventually, with this kind of impact and influence.
Not unless he finds a way to strong arm majority ownership from the Raptors or Blue Jays. -
*shrugs* not going to argue back and forth
-
-
Why'd they multiply the 300m by 10 though?
-
CeLLaR-DooR wrote: »Why'd they multiply the 300m by 10 though?
Canadian Math -
Revolver Ocelot wrote: »The Recipe wrote: »Didnt read but Drake should be pushing Billionaire status in his career eventually, with this kind of impact and influence.
Not unless he finds a way to strong arm majority ownership from the Raptors or Blue Jays.
I don't think he could ever afford to ? with Rogers or Bell (rogers and bell own the raptors, leafs and tfc. rogers own the jays outright) At best he could get a small stake. He has rights to raptors merchandising tho. That's how he gets paid from them. -
If you add the tourism generated from All Star weekend and the sports memorabilia sold off the "6" and catchphrases it's not far fetched. I cannot hate.
"This year’s events will generate anywhere from $80 million to $100 million for the city of Toronto, MacKenzie said, citing various estimates."
http://www.foxbusiness.com/features/2016/02/12/nba-all-star-weekend-2016-invades-toronto.html
Far fetched -
Revolver Ocelot wrote: »The Recipe wrote: »Didnt read but Drake should be pushing Billionaire status in his career eventually, with this kind of impact and influence.
Not unless he finds a way to strong arm majority ownership from the Raptors or Blue Jays.
LMFAO @ bolded
-
KingFreeman wrote: »Revolver Ocelot wrote: »The Recipe wrote: »Didnt read but Drake should be pushing Billionaire status in his career eventually, with this kind of impact and influence.
Not unless he finds a way to strong arm majority ownership from the Raptors or Blue Jays.
I don't think he could ever afford to ? with Rogers or Bell (rogers and bell own the raptors, leafs and tfc. rogers own the jays outright) At best he could get a small stake. He has rights to raptors merchandising tho. That's how he gets paid from them.
No ? ? that was my point. -
