Drake: The Shift to a Legacy Act

In hip-hop, there’s a fine line between being a contemporary artist and becoming a legacy act. Contemporary artists dominate the current landscape, pushing trends, shaping culture, and maintaining high engagement with a young, ever-evolving audience. Legacy acts, on the other hand, are established icons whose impact is undeniable, yet their best days of commercial dominance are behind them. Drake, once an untouchable force in the industry, appears to be transitioning into the latter category.

His recent feud with Kendrick Lamar highlighted this shift. While rap beefs have historically fueled careers, this one exposed cracks in Drake’s armor. Kendrick's cutting attacks painted him as out of touch, and instead of strengthening his brand, the conflict left Drake struggling to connect. His latest album underperformed compared to past releases, reflecting a decline in cultural relevance among the newer generation.

One major reason for this transition is Drake’s inability to mature with his core audience. Fans who grew up with Take Care and Nothing Was the Same are now in their 30s, seeking depth and evolution. Instead of embracing growth, Drake continues to cater to a younger crowd that sees him more as a meme than a movement. Many only know him from his recent battle with Kendrick, rather than from his reign as hip-hop’s biggest hitmaker.

This short-term strategy alienates longtime fans and risks diluting his legacy.

While Drake remains a dominant name, the signs are clear—his transition to a legacy act is unfolding. Whether he can reinvent himself or fade into nostalgia remains to be seen. But as he once said, "Started from the bottom, now we here," the question is—where exactly is here now?