Avoid Signing Drake Clones
Currently OVO Sound is suffering from “Drake featuring Drake” syndrome. Rap is one of the most narcissistic musical genres. Rappers are notorious for signing artists to their labels that are lesser embodiments of themselves. Currently, Kanye is the worst perpetrator of this. Kid Cudi is the off-key, singing hipster West embodied on 808s and Heartbreak. Big Sean is the humor filled, pop star of Graduation, while Travi$ Scott is the experimental, new wave Kanye of Yeezus.
Drake has already started to fall into this trap. PartyNextDoor sounds like Drake and Future had a love child that worshipped the Weeknd, while P Reign is the self-serious personification Comeback Season era Drizzy. The next artist that signs to OVO needs to be Drake’s antithesis (i.e. a Kendrick Lamar).