What do Howard Stern, Tiny Desk Concerts, and porn preferences all have in common? Apparently, Drake and 21 Savage. More specifically, Drake & 21 Savage's upcoming album release Her Loss.

Hip-hop fans. If you're tuned into the culture, liking to stay up to date with all of your favorite artists' upcoming projects, singles, tours, and the like, I'm sure you're no stranger to the well-chronicled artist "rollout."

They're a standard practice across the music industry, but within hip-hop, this sequence of events in the lead-up to the release of a new album (or whatever else they're selling) tends to be pretty formulaic.

There's the obligatory interview run across network radio and talk shows (complete with a question or two that most would deep a bit too personal), the freestyles, magazine covers and shoots, and maybe the odd Tiny Desk or COLORS session.

I don't write the rules; this is simply the law of the land. There are plenty of artists that hate rollouts, some vocally, just as there are those that embrace the attention wholeheartedly – and then there's Drake.

Drake. Drake, Drake, Drake. Where do we even begin? If there's one man in the industry that knows how to get us all talking, it's the self-professed Champagne Papi.

This man is fearless in the face of memeing. More often than not, he's the one memeing himself. The Hotline Bling dance? No Guidance dance-off? Certified Lover Boy's artwork? The list goes on. Trust me.

As we gear up for the delayed arrival of his new collaborative project, Her Loss with 21 Savage, which arrives on November 4, Drake and 21 have embarked on a viral marketing campaign that spoofs that traditional hip-hop rollout.

First up, the pair shared a fake Vogue cover and In The Bag episode, thanking Anna Wintour “for the love and support on this historic moment.” Classic.

While it'll probably never happen, considering the Canadian star keeps a collection of Hermès Birkin Bags in his house for his future wife, I'd love to see what's in Drake's bag.

What kind of porn does Drizzy like? I don't know why you'd want to know, but hey, Howard Stern would like you to know.

No, Howard Stern didn't really sit down with the pair to talk X-rated media – in a true deepfake moment, the pair dressed up and repurposed clips from the radio personality's April interview with Jerrod Carmichael.

More, you say? Well, how about an NPR Tiny Desk Concert? This was the third and final moment in the fake promo tour – a moment that sparked a reaction from NPR, who are keen to make it happen for real.

Clearly, the stunt has worked just as, if not more effective than a real rollout and serves as yet another moment for Drake to let us all know that he doesn't care if we think he's corny; he's here for the laughs.

That being said, can somebody at OVO please find out what's going on with his album artwork recently? I'm certainly in agreement with Twitter right now; we're three for three on poor efforts, music aside. Maybe next time, aye?

We Recommend
  • best american brands Alpha Industries Calvin Klein Converse
    The 21 Brands That Define Americana
    • Style
  • Image on Highsnobiety
    The Best Album Covers Of All Time Every Highsnobiety Reader Should Know
    • Culture
  • Image on Highsnobiety
    Drake & NOCTA Are Reviving the 1999 Nike Zoom Drive
    • Sneakers
  • Image on Highsnobiety
    Hip-Hop Producers Every Highsnobiety Reader Should Know About
    • Street Style
  • Travis Scott performs at Astroworld Festival
    Yeah... Travis Scott's Discography is Pretty Damn Impressive
    • Culture
  • Image on Highsnobiety
What To Read Next
  • BAPE x Highsnobiety Offers a Full Matching Uniform
    BAPE x Highsnobiety Offers a Full Matching Uniform
    • Style
  • Image on Highsnobiety
    Beyoncé’s Rick Owens Boots Might've Won the 'Renaissance' Tour
    • Style
  • bally ss24
    At MFW, Bally Struts Into Its Bellotti Era
    • Style
  • bottega veneta ss24
    Your Bottega Veneta Dinner Has Been Served
    • Style
  • Prada SS24
    Prada's SS24 Women's Show Was Another Slimy Affair
    • Style
  • brent faiyaz sambas
    Get a Load of Brent Faiyaz's Wavy Sambas
    • Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.