Drake’s rollout for his upcoming album ‘Iceman’ has fans using flamethrowers, axes, and campfires to uncover the hidden release date in Toronto.
Drake’s album rollouts have always had a theatrical quality, but the campaign for his forthcoming project, Iceman, has taken things to a genuinely absurd level, and it’s quite the delight to watch.
On Monday, April 20, the Canadian rapper announced on Instagram that he had erected an enormous ice installation in the parking lot of the Bond Hotel in downtown Toronto, housing the release date for his eagerly anticipated new album.
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Drake’s upcoming album, Iceman
“Release Date Inside. 81 Bond Street Downtown Toronto,” he wrote alongside photos of himself standing next to the makeshift monument.