Kendrick Lamar’s recent track 6:16 in LA has ignited discussions around Drake and his OVO brand, but What Is Ovo exactly? More than just a record label, OVO, which stands for October’s Very Own, has become synonymous with Drake’s multifaceted empire, encompassing music, fashion, and a distinct cultural influence. This article delves into the origins, evolution, and significance of OVO, exploring its impact on the music industry and beyond.
Founded in 2012 by Drake, alongside producer Noah “40” Shebib and Oliver El-Khatib, OVO Sound emerged from Toronto’s vibrant music scene. Initially conceived as a record label, it quickly grew into a powerful brand identity deeply intertwined with Drake’s artistic journey. Even before its official establishment, the OVO moniker was present in Drake’s early releases from 2006, signaling its importance to his developing persona and artistic vision. The official launch in 2012, with industry veteran Niko Moscowitz as co-president and CEO alongside Drake, formalized OVO’s presence in the music world.
OVO Sound’s roster boasts a diverse array of talent, showcasing both established producers and rising artists. Producers like Nineteen85, Boi-1da, and T-Minus, known for their signature sounds, are key figures within the OVO ecosystem. The label has also nurtured the careers of prominent musicians such as Majid Jordan, PARTYNEXTDOOR, Roy Woods, and dvsn, each contributing to OVO’s distinct sonic landscape. Other notable artists associated with OVO include Popcaan, Naomi Sharon, Smiley, and 1NONLYTG, demonstrating the label’s global reach and commitment to diverse musical styles. Naomi Sharon holds a unique position as OVO’s first female artist, signed in January 2023, further expanding the label’s horizons.
Beyond music production, OVO has cultivated a strong brand presence through various avenues. In its early days, OVO established an online presence via a MySpace page and a blog, platforms used to showcase their artists’ work alongside curated content spanning music, art, photography, and fashion. This early digital strategy laid the foundation for OVO’s broader cultural influence.
Expanding its reach into broadcasting, OVO launched OVO Sound Radio in 2015, a bi-monthly radio show co-produced with Apple Beats 1. This platform further amplified the label’s artists and curated musical selections to a global audience. Drake himself has strategically elevated the OVO brand through consistent mentions in his songs, frequent showcases at his performances, and the promotion of OVO merchandise. This integrated approach has solidified OVO as more than just a label; it’s a lifestyle brand deeply embedded in popular culture.
While OVO’s fashion line is reportedly a significant revenue driver, the brand emphasizes the equal importance of its musical and artistic endeavors. President Mr. Morgan highlighted this music-first ethos in a Variety interview, emphasizing partnerships with like-minded individuals to foster growth for both current and future OVO artists. This commitment to artistic development remains central to OVO’s mission within the competitive music industry.
In conclusion, what is OVO is best understood as a dynamic and multifaceted entity originating from Drake’s vision. It has evolved from a Toronto-based record label into a globally recognized brand encompassing music, fashion, and cultural influence. Fueled by Drake’s star power and a roster of talented artists and producers, OVO continues to shape contemporary music and brand culture.
