# Label-Curated Photo Series Drake's OVO Fest Was Followed with an Intimate Toronto-Centered Release By Riley von Niessen | Published 2016-08-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/drakes-ovo-fest References: [hypebeast](http://hypebeast.com/2016/8/ovo-fest-2016-behind-the-scenes) & [hypebeast](http://hypebeast.com/2016/8/ovo-fest-2016-behind-the-scenes) Although Drake's OVO Fest is over for the year, the Toronto rapper and those associated with his label had their time immortalized through a selection of images taken by Aaron Wynia. Capturing life behind the scenes, the photographer reveals the group during their down-time throughout the OVO Fest. Many of the images show Drake, friends and fans on the sidelines of a [Toronto Raptors](https://www.trendhunter.com/trends/draught-draft) game, where he's known to make appearances consistently. As a means to show the rapper's closeness with the team, Aaron Wynia focuses on players wearing his label-branded jerseys in a few as well. Others tribute Toronto events like [Caribana](https://www.trendhunter.com/trends/carnival-oasis-2024) and show Drake and others from the label backstage, such as Majid Jordan and Roy Woods. Appearances from Kanye West, Rihanna and more are documented in addition. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 67% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What Makes This Trend Stand Out - **Label-curated Photography:** Opportunity for labels to create curated photo series that immortalize their artists and capture behind-the-scenes moments. - **Branded Jerseys:** Potential for labels to collaborate with sports teams, creating branded jerseys and showcasing the close relationship between artists and athletes. - **Celebrity Event Documentation:** Growing demand for photographers to document celebrity events, providing exclusive behind-the-scenes access. ### Sectors Adopting This - **Music Industry:** Labels can leverage curated photo series to promote their artists and create a unique branding opportunity. - **Sports Apparel Industry:** Collaboration between labels and sports teams for branded jerseys creates a new revenue stream and expands brand exposure. - **Photography Industry:** Photographers specializing in celebrity event documentation can provide exclusive content for media outlets and social media platforms. ## Related on Trend Hunter - [Toronto Rapper-Backed Music Venues](https://www.trendhunter.com/trends/music-venue-history.md) - [Rapper-Backed Tech Accessories](https://www.trendhunter.com/trends/casetify-4.md) - [Cultural Sports Collaboration](https://www.trendhunter.com/trends/world-series-collection.md) - [Sports-Inspired Streetwear](https://www.trendhunter.com/trends/ovo-x-wwe.md) - [Rapper-Backed Apparel Capsules](https://www.trendhunter.com/trends/ovo-5.md) - [Streetwear-Style Golf Apparel](https://www.trendhunter.com/trends/callaway.md) - [Elevated Collegiate Streetwear](https://www.trendhunter.com/trends/the-campus-collection.md) - [Street‑Meets‑Golf Apparel](https://www.trendhunter.com/trends/ovo-golf-collection.md) - [Caribbean Influencer Events](https://www.trendhunter.com/trends/carnival-oasis-2023.md)