Drake has returned as the “Iceman,” and the stakes could not be higher. His ninth studio album — and his first since losing a highly public feud with Kendrick Lamar — arrives on Friday.
The Feud That Changed Everything
The conflict between two of hip-hop’s biggest stars erupted in spring 2024, with both artists trading harsh tracks. It culminated in Lamar’s “Not Like Us,” a direct attack that spurred Drake’s defamation lawsuit against their shared label. The lawsuit was dismissed, and Drake’s appeal is pending, but in hip-hop circles, Lamar’s victory is undisputed.
Drake now stands at a crossroads. He remains one of the world’s most popular artists and a successful entrepreneur with interests in music, fashion, sports, online gambling, and more. Yet he has not released a major hit single in several years. In hip-hop, where reputation drives cultural influence, his position is uncertain.
Impact of the Kendrick Battle
“The Kendrick battle absolutely dethroned Drake. Up until then, he was considered the leader of the pack in sales and hit records,” says Sowmya Krishnamurthy, author of The Blueprint: Inside the Business of Roc-A-Fella Records. “He also just hasn’t been able to recover with a hit record. All is forgiven with a hit,” she adds. Since the feud, Drake has only had modest successes: “Nokia” and “What Did I Miss?” peaked at No. 2 on the Billboard Hot 100.
Music journalist Peter A. Berry goes further: “People have beefed in rap before and lost public battles, but the loss Drake took to Kendrick Lamar on a global stage is probably the biggest any rapper has ever taken in a major rap conflict.” He notes that “Not Like Us” won record and song of the year at the 2025 Grammys — a first for a diss track — and Lamar performed it at the Super Bowl halftime show. Drake not only lost the battle but was struck by his own tactics: “Not Like Us” is a catchy, meme-friendly rap song reminiscent of Drake’s own hits like “In My Feelings” or “The Motto.”
Despite this, Drake remains a pop culture force. Last month, Spotify named him the third-most streamed artist globally, behind Taylor Swift and Bad Bunny. Yet he hasn’t had a long-lasting multiweek No. 1 since 2018’s “Nice for What,” “God’s Plan,” and “In My Feelings.”
Lack of Evolution
“Drake’s music hasn’t evolved,” says Krishnamurthy. She attributes his declining success to a lack of innovation and fragmented listening habits. His 2021 album Certified Loverboy is seen as a turning point where hits and critical praise slowed. “It feels scattered and disorganized, like he’s throwing things at the wall,” she adds. That makes Iceman so pivotal. “If it doesn’t perform to certain standards, it will be harder to see him as a viable artist.”
What Drake Needs from 'Iceman'
Drake’s album rollout reflects the pressure. Iceman is not a surprise release; he has teased it for weeks with livestreams, YouTube skits, and an ice block installation in Toronto. Fans used blowtorches and sledgehammers to reveal the release date. “Drake is a genius-level marketer,” says culture critic Matthew Ismael Ruiz. “The ice block forced people to talk about it and went viral.” Berry adds, “This rollout has been unambiguously great, reminding people he can be unpredictable.”
But inventive promotion only goes so far. Drake would benefit from a massive hit. “We’re about to go into summer. If he can come out with a song of the summer, that would be great,” says Krishnamurthy. Ruiz believes collaborations on Iceman will be revealing. “The features will indicate his pull in the industry — proof of who supports him after the Lamar beef.”
This could be Drake’s comeback album, Krishnamurthy says, not just in streams but in reputation. “Reputation and culture cannot be quantified. He could do spectacular commercially, but that doesn’t mean the music is good or has lasting impact.” Ultimately, as Berry notes, “Drake is very concerned with his own mythology.” Even if Iceman goes No. 1, if it doesn’t stay there, improve his reputation with hip-hop fans, or meet acclaim, it may be a disappointment.
