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We’re in a wild time for music right now. Drake just dropped another one, and the whole internet is in shambles debating if it’s fire or mid. Meanwhile, Kendrick Lamar's Super Bowl halftime performance still has everyone talking. I dunno what to say… but let’s dive in.

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Something I’m excited about

While everyone’s caught up in that, I’ve been locked in—because Raw is coming any day now! Making new music has been an amazing process. There’s nothing like that spark of creating something fresh, something real. But damn… the price tag that comes with it? Different story. Rollout pictures, video treatments, mixing and mastering, rehearsal sessions—it all adds up fast.

As an indie artist, you catch a wave with a new song, but keeping that momentum? That’s the real challenge. It’s not just about making the music; it’s about making sure people see it, hear it, feel it. And when you’re the one funding everything, that pressure can be a lot.

But I’m figuring it out, one step at a time. And Raw—my next project—is proof of that. Stay tuned.

Here’s what you missed…

Kendrick is playing chess not checkers…

A lot of people have been caught up in the Drake and Kendrick beef. But I really think there’s been a bigger storyline that people are missing. From a business standpoint, what Kendrick is doing is genius. He’s managed to leverage major label relationships while still maintaining full ownership of his company, pgLang. Most artists either go fully independent and struggle with reach, or they sign their rights away just to get a foot in the door. Kendrick? He found a way to do both.

Think about it—he spent years building with TDE, but when it was time to branch out, he didn’t just walk away. Instead, he structured his exit in a way that allowed him to stay in the system, while operating on his own terms. pgLang works with major labels, but it isn’t owned by them. That’s the kind of long-term thinking that indie artists should be studying.

Imagine being able to own your music, call the shots, and still have the resources and infrastructure of a major label when you need it. That’s the dream. It’s not just about making music—it’s about building a blueprint that’s yours.

What’s been on my mind?…🤔

Lately, I’ve been thinking about how an artist’s personality shapes their career, audience, and long-term success. And Drake, as of recent has been a primary example of this. Coming off one of the biggest beefs in rap history, Drake is now dropping a new project with Partynextdoor. And I’ve got a few thoughts.

Do Superstars Read the Room—Or Do They Have People Do It for Them?

As artists rise to the top, their connection to the culture shifts. At the start, they’re tapped into every trend, every conversation, every moment because they’re in the trenches, experiencing it firsthand. But as their world gets bigger—money, teams, isolation, expectations—the question becomes:

Are they still reading the room, or is someone reading it for them?

Drake and the Reality of Superstardom

Drake has always been a master of cultural timing. He’s the artist who could blend into any space—rap, R&B, dancehall, Afrobeats, UK drill, and somehow make it feel natural. But with this latest album, something feels... off.

It’s not that the music is bad—Drake doesn’t really make bad music. But it lacks the hunger that made him the dominant force he’s been for over a decade. It’s almost as if, for the first time, he misread the moment.

What’s the smartest move for a superstar when the hype starts fading? 🤔

• Tour in international markets (Australia, Europe, etc.)

• Hop on tracks with up-and-coming artists (stay relevant)

• Invest in businesses & build wealth outside music

• Rebrand & switch up the sound

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Is This the End of an Era or the Beginning of a Comeback?

This recent project makes it look like Drake is self-destructing in slow motion. I hope I’m wrong. I want to be wrong. But right now, this doesn’t feel like Drake evolving—it feels like Drake unraveling.

What could Drake have done differently…Drake is at a crossroads. His latest project didn’t land the way he expected, and the conversation around him isn’t what it used to be. So, what’s the smartest move from here?

1. Don’t Release Anything Right Now

Dropping new music too soon would be a mistake. The market is oversaturated, the energy isn’t right, and people aren’t craving another Drake project—yet. Instead of forcing a comeback, he should take a step back, let the demand build naturally, and come back stronger when people actually miss him.

2. Keep Touring—But Stay Out of the U.S.

The U.S. audience is burnt out on Drake right now. But there’s still massive demand for him overseas.

• A tour in Australia would be a smart move—less media noise, more core fan engagement.

• A small European leg could help rebuild momentum away from the negativity.

This keeps him active, keeps the money flowing, and prevents him from fading out while giving the U.S. audience time to reset.

3. Slowly Rebuild Through Features

Drake has always thrived on strategic features. Instead of dropping a full album, he could reintegrate himself into the culture through collaborations with rising artists. Think about how he boosted:

• Migos – "Versace"

• Fetty Wap – "My Way"

• BlocBoy JB – "Look Alive"

These features let him stay relevant without the pressure of carrying an entire project. If he plays it right, he could re-enter the conversation in a way that feels organic and fresh.

4. Start Investing—Venture Capital Over Music

The reality is the music industry will move on eventually, no matter how big you are. The smartest thing Drake could do right now is position himself for long-term financial success.

• Invest in businesses where he can be a silent partner, letting experts run the show while he collects a check.

• Get into venture capital, backing innovative startups that align with his brand and interests.

• Build a legacy outside of music—so when the industry isn’t checking for him, his money is still making money.

Final Thought: Play the Long Game

Drake doesn’t need to force a comeback—he needs to play the long game. Let the audience reset, move strategically, and when the time is right, return with something undeniable.

Song of the day

If you really appreciate R&B then you’ll really appreciate this record by Teddy Swims. The production, the melody, and the chord progression is absolutely beautiful. Teddy not only showed his singing ability (even though Giveon might’ve gotten him on this one — more on that another time). Major round of applause to Teddy Swims and his entire camp for delivering not just a great song but a great album.

Are You Even Real (feat. Givēon)

Teddy Swims, GIVĒON · Are You Even Real (feat. Givēon) · Song · 2025

open.spotify.com/track/4ZO4HvFADvujrrEidSatEC

Question of the day 🤔 

What are your thoughts on Drake’s new album and what would you do if you we’re Drake? 🎶🔥 (Comment back with your answer, and I’ll feature some in the next newsletter!)

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