# Rising Rap Star Films At the 2013 Grammy Awards Drake Won His First Award By Jonathon Brown | Published 2013-02-11 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/grammy-awards-drake References: [highsnobiety](http://www.highsnobiety.com/2013/02/10/music-video-drake-started-from-the-bottom-2/) & [octobersveryown.net](http://www.octobersveryown.net) On the night of the 2013 [Grammy Awards](https://www.trendhunter.com/trends/grahammy-ice-cream), Drake walked away with his first trophy and released the video for his new song 'Started From The Bottom.' The song was just released a few days ago and already has fans buzzing for his next album. Without warning, Drake released the Director X video on the night of the award show. The video starts with Drake and his friends working in a drug store. What seems odd for a [rap video](https://www.trendhunter.com/trends/nova-starr) quickly makes perfect sense as each scene of the video progresses to a cooler setting. This proves to be one of Drake's best videos as he once again challenges [conventional rap imagery](https://www.trendhunter.com/trends/ovo-x-wwe). The video may start in a drug store working night shifts, but it ends with Drake in Dominican Republic smoking cigars. ## Trend Insights (Trend Hunter) - Score: 0.3/10 - Popularity: 1% | Activity: 1% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Key Themes Behind This Trend - **Progressive Music Videos:** There is an opportunity to create innovative music videos that challenge conventional imagery and tell a compelling story. - **Surprise Releases:** The strategy of unexpectedly releasing new content can generate buzz and anticipation among fans. - **Cross-cultural Influences:** Exploring different cultures and incorporating them into artistic expressions can lead to unique and captivating creations. ### Where This Applies - **Music Production:** There is potential for music producers and artists to push creative boundaries and engage audiences through visually stunning and conceptually rich music videos. - **Digital Marketing:** Surprise releases present an opportunity for digital marketers to create hype and engage fans through strategic and targeted marketing campaigns. - **Fashion and Lifestyle:** Cross-cultural influences in music videos can inspire fashion and lifestyle industries to explore and incorporate diverse elements into their products and designs. ## Related on Trend Hunter - [Toronto Rapper-Backed Music Venues](https://www.trendhunter.com/trends/music-venue-history.md) - [AI-Generated Rap Music Videos](https://www.trendhunter.com/trends/love-you-more.md) - [Rapper-Backed Tech Accessories](https://www.trendhunter.com/trends/casetify-4.md) - [Celebrity-Launched Opulent Fragrances](https://www.trendhunter.com/trends/summer-mink.md) - [Contemporary Statue Album Artwork](https://www.trendhunter.com/trends/drip-season-4.md) - [Musician-Backed Game Cards](https://www.trendhunter.com/trends/bbnos.md) - [Rapper-Inspired Easter Ads](https://www.trendhunter.com/trends/nova-starr.md) - [Laid-Back Barbershop Ad Campaigns](https://www.trendhunter.com/trends/the-shop-lineup.md) - [Pizza-Themed Music Videos](https://www.trendhunter.com/trends/lucha-little.md)