# Surprise Rapper Mixtapes Drake Secretly Releases 'If You're Reading This It's Too Late' By Meghan Young | Published 2015-02-13 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/if-youre-reading-this-its-too-late References: [hypebeast](http://hypebeast.com/2015/02/drake-releases-if-youre-reading-this-its-too-late-project) & [octobersveryown](http://www.octobersveryown.com/) Some may consider this upcoming weekend Valentine's Day weekend, others will brand it All-Star Weekend, but one rapper would have it be known as Drake's weekend after dropping his unplanned album, If You're Reading This It's Too Late. Pulling a Beyonce, as many have compared the stunt to, it was even preceded with an [emotional short film](http://www.trendhunter.com/trends/jungle) earlier this week. Made up of 17 tracks, If You're Reading This It's Too Late features such hip-hop heavyweights as PARTYNEXTDOOR, Travi$ Scott and Lil Wayne. One of the tracks happens to be the previously surfaced '6 God.' A great way to start the weekend, especially for those hailing from Drake's hometown as it is a long weekend, this [surprise album](https://www.trendhunter.com/trends/the-life-of-a-showgirl) is available on iTunes and Soundcloud. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 32% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### What's Driving This Trend - **Surprise Album Releases:** The trend of surprise album releases by popular artists presents an opportunity for music streaming platforms to capitalize on the hype and exclusivity of these releases. - **Emotional Short Films:** Creating emotional short films as a marketing strategy before releasing an album can generate buzz and anticipation among fans, offering a potential avenue for filmmakers and artists to collaborate. - **Collaborations with Hip-hop Heavyweights:** The trend of featuring well-known artists on surprise album releases provides an opportunity for up-and-coming musicians to gain exposure and expand their fan base. ### Who This Affects Most - **Music Streaming Platforms:** Music streaming platforms can leverage the excitement of surprise album releases to attract new subscribers and retain existing ones, given the exclusive content. - **Film and Entertainment:** Filmmakers and artists can collaborate on creating emotional short films as a marketing tactic to build anticipation for upcoming projects or album releases. - **Music Industry:** Up-and-coming musicians can benefit from collaborations with popular artists on surprise album releases, as it can help them gain recognition and expand their reach. ## Related on Trend Hunter - [Toronto Rapper-Backed Music Venues](https://www.trendhunter.com/trends/music-venue-history.md) - [Rapper-Hosted Live Concerts](https://www.trendhunter.com/trends/lil-wayne-1.md) - [Delivery Service Record Releases](https://www.trendhunter.com/trends/deliveroo-and-aj-tracey.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) - [Rapper-Backed Apparel Capsules](https://www.trendhunter.com/trends/ovo-5.md) - [Exclusive Pop-Up Events](https://www.trendhunter.com/trends/mans-best-friend-popup.md) - [Streetwear-Style Golf Apparel](https://www.trendhunter.com/trends/callaway.md) - [Contemporary Statue Album Artwork](https://www.trendhunter.com/trends/drip-season-4.md)