Drake’s latest promo for his upcoming studio album Iceman is a gigantic block of ice in a parking lot in downtown Toronto. The rapper posted on his social media channels that the release date was “hidden in there.” This past weekend caused a stir: an explosion in the north of the city confirmed by the city of Toronto to ROLLING STONE as “a production associated with the artist known as Drake.” The week before, his usual courtside seats at the Raptors game were unceremoniously “frozen.”
How the big reveal will unfold when the ice colossus finally melts remains to be seen – but as the sun set on Monday, some fans tried in every way possible to take matters into their own hands. Social media videos show fans climbing the giant block of ice with sledgehammers, while another at ground level attacks it with a welding torch – fueled by hairspray.
Earlier in the day, as people lined up to get a closer look, a security guard checked IDs – because, as he explained to ROLLING STONE, minors were irresponsible and could climb the structure. He should be right.
Warning signs ignored
Several warning signs around the parking lot clearly stated: “Danger – Do Not Touch. This ice structure may break or collapse without warning, and falling ice or sharp fragments may result in serious injury or death.” And further: “Do not touch or interact with the structure. Any contact with the structure is at your own risk.”
Before the ice block became “available” to the public, Drake posted a grainy photo of himself measuring a block of ice with a tape measure. Another image from the weekend showed his eight-year-old son Adonis behind the wheel of a police car while someone filmed the scene – it is unclear whether this was the same location.
The ice block – made up of hundreds of smaller blocks – is estimated to be around five meters high, six meters long and five meters wide.
Assembly with a forklift
Social media posts showed workers in orange vests Sunday unloading dozens of pallets of ice cubes and beginning to erect the massive ice sculpture – using a forklift to lift and set down the blocks.
Drake posted the Google Maps coordinates on his Instagram with the phrase: “Release date inside.” He also published a photo of the finished sculpture with the exact address in capital letters: 81 Bond Street, downtown Toronto.
Located at the intersection of Dundas Street and Bond Street – within walking distance of Ryerson University and the bustling tourist hub of Sankofa Square, across from the Eaton Center shopping center – the parking lot is cordoned off with metal barriers.
Fans from all over the world
Shortly after 6 p.m., ROLLING STONE spoke to a handful of fans who had stopped by to check out the ice block and take photos.
Sofia Bevilacqua, 19, studies at Ryerson University and found out about the campaign on Instagram in the early afternoon. “It’s so cool and, wow, it’s huge,” she laughs. “And it’s so close to my apartment – perfect. What good marketing.” She estimates it will take a week, “maybe even a month” for it to melt.
At this point the temperatures were still below zero, but rain is forecast for Saturday.
Two other Ryerson students, Royal Quarcoo, 18, and his friend Ethan Thompson, 20, found out about it via TikTok that afternoon. “I actually imagined it to be bigger, but it’s still very big,” says Quarcoo. Thompson had an exam but came over as quickly as he could and expects it will take a few weeks to a month for the block to melt. He suspects there could be a statue underneath, while Quarcoo believes the release date is being “sprayed on the ground.”
Loyal fans, long journey
Both die-hard Drake fans plan to check back regularly and watch the meltdown process until it’s all over.
The Butler family from South Carolina also came: parents Shannon and Lucy as well as their three daughters Kierrah, Leilana and five-year-old Kainao. Does she know why they are here? “A block of ice. Drake from Canada,” explains the little follower to ROLLING STONE.
Older daughter Leilani says, “We were here on a family vacation for a wedding and we were eating Korean barbecue and saw Drake posted that – we said, ‘We have to see this.’ It was perfect. Seven minutes walk. The timing couldn’t have been better.”
And what did she think when she saw it? “Crazy. Absurd,” she says. “I wonder how long it will take before it actually melts and we see the date.”
“If Drake was in there…”
“It’ll be so amazing when it thaws out and Drake comes out. That would be awesome,” laughs Shannon.
“If Drake was in there the whole time, I swear,” Lucy jokes.
“Some illusion is going on, some magic, and he just appears – that would be crazy,” adds Shannon.
Drake’s ice cream escapades have been going on since last summer, when he released the hour-long “Iceman Episode 1,” which features a van from local company The Iceman Toronto. Since then he dropped the single “What Did I Miss?”, followed by the collaboration with Central Cee “Which One” and “Dog House” feat. Yeat and Julia Wolf. He also recently teased “Somebody Loves Me Pt. 2”.
