Here is a behind the scenes look...Here is some of the interview...
Story by Damien Scott; Photography by Matt Doyle; Styling by Anoma Ya Whittaker
New Money stands out. Take the Twelve Hotel in downtown Atlanta. Everything is modern, angular, all rich wood grains and polished metals. The chairs in the lobby are likely as expensive as they are uncomfortable. It feels like a playground for people comfortable with privilege. So it comes as no surprise that Aubrey "Drake" Graham and his crew are staying here while in ATL, and it's hard to blame him for feeling entitled: After all, he did help usher in an entirely new sensibility in hip-hop. It's not the singing that makes him special—MCs have been crooning for years. What puts Drake in a different space than rappers past and present has less to do with his music than how he found himself in a position to make it. He doesn't represent traditional hip-hop in any form or fashion. There were no obstacles to his success; far from a statistic, he caked off as a child star on a soft-ass show (Degrassi: The Next Generation). He's Canadian, which as we all know did wonders for the careers of Maestro Fresh Wes and Kardinal Offishall. And he's Jewish! Scope those stats on paper and rap celebrity seemed destined to elude Drake. Yet, the Toronto kid made it work. But how?
Call it the Kanye plan (at least to an extent—even K. West had more trouble breaking down doors than Drizzy has). Just as the Chicagoan did with the Roc, Drake aligned himself with one of the most prominent rap labels in the game (Cash Money) and absorbed a modicum of street cred in the process. Would DJ Khaled ask him to appear on record if he wasn't down with Weezy? Probably not. But that's beside the point. The fact is that a guy who raps—and sings!—about heartache is working with Jeezy; more than anything, that exemplifies the shift in the landscape. Hip-hop has long conflated gangster and authenticity, and Drake has managed to shrug that off without losing face. The question is, how long will his balancing act last? Rap may change, but it also keeps changing; overnight success has no insurance policy. Thinking about it all is enough to make anyone crazy, but sitting down to dinner in the half-empty restaurant on the Twelve's ground floor, Young Money's (half-)white knight seems calm and carefree, even as he builds about the year behind him and the one ahead. What's to worry about? It might be new money, but having it never gets old.
As smooth as your entry to the rap world was, you only stumbled when people questioned your choices, like the video for "Best I Ever Had."
Drake: You can do something you believe in and people will still say, "This shit is terrible!" But I still believe in Kanye's vision. Maybe we didn't do a great job with getting the point across—it was supposed to be a humorous video. When I read the comments, I was like, Man, I guess no one wants to laugh anymore. Everybody wants the fairy tale, you know?
For an artist who's perceived to be so multifaceted, it was interesting to see people try to put you in a box: "How could he do this? This is degrading to women!"
Drake: If you listen to the lyrics, it's really not a romantic song. It's humorous. Yes, it's great to tell a woman, "You're the best I ever had." But the hook was so lovey-dovey that I just wanted to make the verses some fun shit. And that's how I viewed that song. Like a good time, like a laugh.
The first time we ever spoke, you said that you were more in tune with R&B artists than the current new guys rapping.
Drake: When you're coming up, and you're in competition with somebody, it's always hard to have a friendship. I think Cudi and I are realizing that we don't threaten each other. It's ended up being one of the greatest industry friendships I have.
Around the time that Kanye directed "Best I Ever Had," it seemed like there was strife between your camp and Cudi's camp because Kanye was so enamored of you while Cudi's project was being worked on.
Drake: I wasn't aware of that. Even so, I could understand. If Wayne were to be enamored—which is a great word—of another young artist, I would be like, "Damn, I'm here too!" But at the same time, it happens in more than one situation. It happens with 'Ye, and I have a great relationship with Jay, and Jay's got Wale and J. Cole, who's one of my favorite dudes rapping right now. I've happened to have had more success. I made the most money, I have number-one records, those guys don't have that shit. And it's just facts, it's not even my feelings or that I feel I'm more talented. That's what the game is about, making great music that earns profit. When it comes to my relationship with the new dudes, I'm just excited for them. I get to sit back in a cool position and be like, "Yo, I'm excited to see you do it now because I know what it's like, it's gonna be so much fun for you…"
You feel like you're at the finish line?
Drake: I'm at the starting line. Those guys are at home, putting on their tracksuits, getting ready to make their attack. When J. Cole gets it super-right, I think he's gonna have a place as a Nas-type character who really stands for hip-hop, but still makes ill records that everybody fucks with.
If J. Cole is Nas, then who are you?
Drake: [Laughs.] I'm the young big homie!
Of all your contemporaries, it seems like you want to be famous the most.
Drake: That's gonna change. When Cole's sound is the new sound that everybody wants to hear, he's gonna be like, "I wanna be as big as possible with this shit." I didn't jeopardize anything to be in the position I'm in. You're listening to the shit that I believe in, not some shit I did because I needed to get here. People just happen to embrace my shit. That's very rare—but I also think the younger generation appreciates that brand of music, so I think it's possible for one of these guys to emerge and do exactly what I'm doing.
***
What Drake is doing is appealing to the widest array of fans possible. Yeah, girls love him the way they used to love LL Cool J, thanks to his melodic love raps. But it's dudes, even those considered to be "true heads," who have really hoisted Drake to his current level. Why? Some say it's his affiliation with Cash Money Records that allows him to play in both sandboxes, that because he's backed by Birdman and Lil Wayne, he seems to belong on a track with Gucci Mane and Young Jeezy as much as he does on a song with Mary J. Blige. And what's wrong with that? Nothing, especially considering that Mr. Carter is slated to serve up to a year in prison for weapons possession charges stemming from a gun found when the NYPD raided his tour bus in 2007. With Cash Money/Young Money's primary breadwinner behind bars, someone's going to have to fill his Supras....
The rest is here...