Toronto rap superstar Drake is responsible for five per cent of Toronto’s tourism economy, according to a new report.
In a new segment of Vice News Tonight on YouTube, marketing and branding consultant Gordon Hendren, explained the rapper’s influence and promotion of “The Six” has added an estimated $440 million to the city’s $8.8 billion tourism income last year.
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"He's helped to rebrand the city," Hendren explained. "He's kind of made himself the same as Toronto.”
Drake has been repping Toronto since breaking onto the music scene, featuring city landmarks on album covers and in videos, rapping about local stomping grounds, partnering with the Toronto Raptors, opening a restaurant, and even creating his OVO brand consisting of a record label and clothing line.
Watch the full segment below: