Bigger than the Beatles and still a 'mama's boy': Deconstructing Drake's success

"House on both coasts, but I live on the charts."

OnSurvival, the opening track of his new albumScorpion,Drake boasts about his chart-topping status. But his numbers speak for themselves.

Released on June 29,Scorpionsoon smashed a litany of records. Among them:it becamethe first album ever to reach a billion streams in one week; and all 25 tracks fromScorpionappeared on Billboard's Hot 100 chart, with a stunning sevensongs in the Top 10.

Which means Toronto'sDrizzyhas now dethroned Liverpool'sFab Four. The Beatles previously held the record for most simultaneous singles in the Top 10 when fiveof their songs charted back in 1964.

So how did he do it?

Drakethe music-morphing chameleon

RapperOdarioWilliams, aCBCRadio host who performs with the groupGrand Analog, says the secret to Drake's success is how he's widened the definition of what hip-hop can be.

From crooner to rapper,the many sides ofDrake are on full display withScorpion,which begins with hip-hop-flavoured tracks and then segues into the so-called 6 God's smoother side.

Deconstructing Drake with Odario Williams

6 years ago

Duration 7:02

CBC's Eli Glasner chats with Grand Analog's Odario Williams about what sets Drake apart

That ability to musically morph is another aspect of Drake'sappeal, according to Williams.

"There's something about him that you can't necessarily pin down."

What also sets Drake apart is how little he says in public.

They always ask, 'Why let the story run if it's false?' You know a wise man once saidnothin' at all.- Emotionlessby Drake

That sense of restraint was put to the test during the recent war of words between Drake and rapperPushaT.The beef made headlines afterPushaT released a song suggesting Drake was hiding a son.Drake kept quiet.

Williams thinks it was all part of the plan.

"I definitely think this album was set up to be the answer to all your questions. 'What? He's got a son?' Well, if you wanna know, you gotta listen to the album. It was brilliant."

Drakethe 'mama's boy'

Kiss my mom on the forehead, then kiss your ass goodbye. As luck would have it, I've settled into my role as the good guy.- 8 Out of Tenby Drake

When Drake first burst onto the scene with 2009'sSo Far Gone,not everyone was ready to take the kidbest known as Jimmy from the TV seriesDegrassiseriously.

Toronto radio hostJemeniwas there when the actor was trying to break into music. She would see him at auditions and in the radio station. Even then, she says, Drake stood out.

"He was very earnest, very sweet. He knew he was going to make it."

Jemenigives Drake's mom the credit for his sweet side:SandiGraham raised her boy, Aubrey Drake Graham, alone after she and his father split up when he was five.

"She's always been a part of his life, as far as I've known him,"Jemenisaid."There's a difference about someone who's an admitted mama's boy and that's not in a bad way. [When you're raised by] a single mom who's been through things and also an educator, you're raising a different type of kid."

For evidence of the kind of vulnerabilityDrake inspires, look no further than the #InMyFeelingsviral dance trend created by Instagram comicShiggy.

From prison inmatesto comedian Kevin Hart, Drake's plaintiveslow jam inspired fans to share videos as they bounced along.

The way Drake embraces his sensitiveside is said to be what appealsto female fans. ButJemenisays it's bigger than that.

"There are so many men with this idea of the frail male ego, that they're not allowed to be vulnerable. If you've seen theShiggychallenge there are guys in prison singing this song at the top of their lungs.I think it's the vulnerability, and there's not a lot of other artists in hip-hop who really express that."

Drakethe savvy streaming star

If you need me, you can't call me. I stay busy making money.- ElevatebyDrake

Drizzyhas never been shy about his ambitions,but his success has been helped along bythe way we listen to music today.

With the decline of physical music sales, streaming services such as Apple Music andSpotifyare now the industry's biggest revenue source.

And when it comes to streaming, Drake is the flag-bearer, says DavidBakula, senior vice-president ofanalyticsat Nielsen Music.

"He's setting the pace for the hip-hop world,"Bakulasaid. "This tremendous chart number? Seventy-fiveper cent of that volume came from streams."

He says serving up a double album was a smart move.

"When you go 25 songs deep, that's 25 songs for people to discover, to come in and unwrap these goodies. He's absolutelysavvy."