Drake is to release his new album, Iceman, on May 15th.
The 39-year-old rapper and singer will drop his ninth studio album in just over three weeks, after he took to social media to confirm the release date.
He wrote on Instagram: “[Ice block emoji] MAY 15”
Drake’s picture was simply red and blue writing that read: “ICEMAN MAY 15”
While he opted for an understated social post to tell the world about his upcoming album’s release date, Drake went for a far bigger spectacle on the streets of his hometown, Toronto.
Drake’s team put a huge ice block tower – estimated to be around 15ft high, 20ft long, and 15ft wide – in a car park in downtown Toronto, and he told fans the release date was inside.
He wrote on Instagram: “Release Date Inside. 81 BOND STREET DOWNTOWN TORONTO (sic)”
According to Rolling Stone magazine, some climbed onto the huge block and attempted to gain access to the Iceman release date by using sledgehammers, and one supporter even used a blowtorch.
Several signs near to the structure read: “Danger Do Not Touch. This ice structure may break or collapse without warning, and falling ice or sharp fragments may cause serious injury or death.
“Do not touch or interact with the structure. Any contact with the structure is at your own risk.”
The promo stunt comes after Drake previously admitted he was tired of the standard album rollout process and needed a “challenge”.
In a rare interview last November, he told Complex: “I have been dying to act and have been dying for a challenge.
“The game is extremely calm seas right now. Nobody is rocking any boat on the water and so once we discussed a livestream rollout, it just sounded like the perfect mix of risk and reward for me.
“I love the opportunity for a clean slate of thoughts and excitement and messaging when it comes to the music. What I hate is the redundancy of this formulaic approach that’s ingrained in our brains from early label days. Single, video, single, video, album cover post, etc.”
