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Scott Stinson: Drake's Toronto ice ‘sculpture’ a grim, confusing lesson in viral publicity

No longer do people rush downtown because Drake might be doing something cool like holding an impromptu concert. Now they rush there because he made viral content

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There might be no better way to make yourself feel old than by trying to understand the story of Drake and the ice sculpture.

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It begins with the Toronto-born hip-hop superstar posting a photo of a giant pile of ice, in a parking lot downtown, on his social media account. “Release date inside,” he captions it.

Scott Stinson: Drake's Toronto ice ‘sculpture’ a grim, confusing lesson in viral publicity Back to video

OK, fine. It’s a publicity stunt for his new album, the title of which is Iceman. Well played.

That was on Monday. By Tuesday, the scene near the Eaton Centre had become chaotic, as dozens of people descended on what keeps being called a sculpture, which seems a stretch for what was a giant pile of ice blocks, in an attempt to, well, destroy it.

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