This article will explore the numerous pillars of Drake’s marketing framework, breaking down how the rapper uses consistency and feedback loops to iterate on a diverse artist offering in real time. The common thread in Drake’s hyper-personalized mass marketing over time is having the conviction to tap into niches and smaller audiences. Most artists of his stature would deem the time-versus-reward equation not significant enough to invest in niche markets — but this is where Drake is able to double down in growing his fan loyalty. The multitude of ways a consumer can experience Drake allows for people to compose their fan allegiance by constructing and building on the elements of his catalog and brand that matter the most to them. By exercising conviction when it comes to embracing different, up-and-coming cities, artists and genres — and, yes, feuds — everyone likes Drake for their own combination of reasons, and therein lies the magic: No combination is ever the same.