Drake is (once again) creating a surprise. Ahead of the release of his new album ICEMAN, the Toronto-born rapper unveils an unprecedented collaboration with Marvel. For several months, the Certified Lover Boy has been building an icy universe around this project, driven by a carefully orchestrated communication strategy: coded messages, ice-themed visuals and thematic live streams. There is no doubt, Drake is orchestrating a meticulous strategy around his album. A coherent direction that finds a new echo on the OVO side, where the comics universe is becoming increasingly visible.
At the heart of the project: a capsule inspired by the universe of Iceman, an iconic figure of the X-Men and namesake of Robert "Bobby" Drake. The X-Men mutant aligns perfectly with the storytelling the rapper has been building for a year. The arrival of an OVO x Marvel collaboration feels like a logical next step: a visual extension that reinforces his project. The collection will be unveiled this Friday, December 12. Be warned, you will need to be quick.