DJ Skee publicly stated that Drake's failure to monetize his Sprite commercial online "disappoints" him. What DJ Skee suggested is for Drake to post the commercial exclusively on his site and force visitors to watch a 30-second ad before viewing it. He said that by doing so, "Drake could have revolutionized the music game, and to some extent, the entertainment and advertising industries."
I'm sure that by letting Coca-Cola market the campaign as they traditionally handle celebrity endorsements, Drake thought that he was choosing the option that would best benefit his career. After all, this campaign is about Drake - not revolutionizing advertising industry.
And, let's not forget that we're talking about Drake, who got his buzz from three free mixtapes and spends most of his time hyping up competing artists when he could easily be pushing his own music (now, that, I have a problem with). I'm probably Drake's biggest critic when it comes to his marketing strategies because he seems to only hurt himself in the process. But, I will give him credit for not following through with DJ Skee's suggestion for the Sprite campaign.
How would it look for Drake, who doesn't have a debut album out, to go from releasing free music, to all of a sudden forcing ads down consumers' throats just so that they can watch another ad? If DJ Skee's advice had been taken, Drake would have been called a "sellout" and caught so much flack for it - more flack than he's getting right now from people who are criticizing him because a multi-billion dollar company chose to financially support him despite the fact that he hasn't released his debut album yet. The Drake haters go out of their way to find a flaw in even the good things that happen to Drake, won't they?
Posted: Feb 12th, 2010
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