On October 23, Drake, the man of the hour for the past 223,000 hours (shout out to Too $hort), announced that his next project, a "playlist" entitled More Life, will be released December. To commemorate the announcement, the OVO captain took to OVO Sound Radio to release four new tracks, three of which will reportedly end up on the upcoming...playlist.
One of those four tracks, however, was a remix to “Wanna Know,” a song from an 18-year-old, London-bred rapper named Dave. If you’re not familiar with Dave just yet, that’s totally excusable, and actually the point of this article.
Dave has only been “on the scene,” so to speak, for just over a year now, and the original version of his “Wanna Know” single was released to justifiably mild fanfare back in September.
However, shit got real once Drake got his hands on the track and added a verse, catapulting Dave into a realm of exposure he may have never seen otherwise, although to be fair the original track was already a very solid offering.
While we’ve known for years now about the effect Drake can have on the popularity of an artist or song—The Drizzy Effect, as I like to call it—a quick look at Google Trends for “Dave Wanna Know” put a quantifiable backbone into the argument that a Drake co-sign is probably the most valuable thing in music right now.
In case you aren’t an internet numbers-junkie, here is exactly what Google Trends tells us about a given search term:
Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. Likewise a score of 0 means the term was less than 1% as popular as the peak. - Google
When the original version of the record was released five weeks ago, “Wanna Know” peaked at 6 on Trends just four days after the initial release (we used "dave wanna know"), and had settled to 2 the day before Drake unleashed The Drizzy Effect.
The day after Drake’s “Wanna Know” remix premiered on OVO Sound Radio? 100. Using just this search term, with just this service, that’s a 96% increase in relevancy—staggering, to say the least.
Since the release of the remix, relevance for both Dave and the track have not dropped below 23, still almost four times his initial self-driven buzz.
While the where, how and why of Drake finding these virtually unknown artists and catapulting them into viral fame is deserving of another piece all its own, this particular instance provides measurable evidence of “The Drizzy Effect.” As things stand today, Dave’s buzz has seen a massive shift upward, with the original version of “Wanna Know,” as well as several of his other videos, seeing a gargantuan increase in view counts.
The Drake-assisted remix has also since been released as a single on iTunes (it's currently No. 37 on their Top Rap Songs chart), so if this kid is smart and has a good team around him, he’s been given the ultimate layup. Getting a Drake remix of your song is the hip-hop version of hitting the lottery, and these numbers prove it.
By Brent Bradley. Follow him on Twitter.
Photo Credit: iTunes