Why Drake’s “Certified Lover Boy” Is So Important

jamessantore


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‘Tis the eve of Certified Lover Boy, and the internet is abuzz with rumors, speculation, and debate. 5 days after the (LONG-awaited) release of Kanye West’s Donda, a “vicious” feud between the two rap superstars has created even more demand for the album than ever before. But as entertaining as that feud might be, this release is all about one thing: a cultural reset.

The rap industry is much better when its top artists are active. And even though it seems to have taken a feud to reignite the creative process for a few of the game’s biggest names, this is the type of future that cultivates better (and more frequent) releases. These feuds may not have the badassery that the Tupac vs Biggie/East Coast vs West Coast feuds of the late-90s/early-2000’s had, but the excitement and anticipation for these albums are the highest they have been in years.

Kanye makes a big deal about his album? Drake wants to get in on the fun. Drake leverages a unique marketing plan, including an ESPN interruption and billboards across the world? Kendrick suddenly announces his album is close to dropping. Even our old pal Meek Mill tweeted that an album could be coming “in a matter of days.”

This is probably the first time since the great Kanye vs 50 Cent battle of 2007, when the simultaneous releases of “Graduation” and “Curtis” sparked a summer’s long feud that ended with Kanye running away with the title, where the entire music industry seems to be awaiting what’s next. And for now, that is tomorrow’s much-antcipated release of CLB.

So, throw on some old-school Drake (Take Care is my personal favorite) and get ready for midnight ET. If the features are indicative of anything, we are in for something special.


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