Drake Officially Releases New Album ‘Iceman’: Everything We Know

The promotional campaign for the album “Iceman” has been described as one of the most elaborate and innovative in modern hip-hop history.

Drake employed a variety of elements, from performance art and guerrilla marketing to serial online content to capture public attention.

The lead single “What Did I Miss?” was released on July 5, 2025, followed by a live stream titled “Iceman: Episode 1.”

In this episode, Drake drove an “Iceman”-branded truck through Toronto, drawing a crowd, and arriving at a warehouse labeled “Iceman” to watch his old videos.

Promotion culminated in April 2026, when a 25-foot-tall ice sculpture was erected in downtown Toronto.

Inside, Drake hid the album’s release date, which was eventually discovered by a streamer named Kishka in the form of a magazine and a pin-up of the Pachinko character Pachio-kun.

Furthermore, on April 12, 2026, courtside seats at a Toronto Raptors game were covered in fake ice as a teaser.

Leading up to the release, the CN Tower in Toronto was also lit up with album-related projections, and “Iceman: Episode 4” was streamed live on various platforms, featuring music videos for the new songs.