Indie doesn’t work as true indie when you’re the Big Corp. Drake isn’t going to be indie the same way Starbucks isn’t going back to being a relatable local shop in Seattle. It is the corporate illusion of the “underground.” When a billionaire artist tries to use indie-style gorilla marketing, like cryptic YouTube livestreams or putting an ice block on a street corner; it doesn’t feel organic. It feels like a massive corporate marketing department trying to manufacture authenticity . #iceman #drake #newmusicrelease #girlnamednino