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Reports suggested Drake originally wanted to give the music away for free, but the label insisted on a paid release that would count toward his project total. The Sound: A Love Letter to Toronto

Unlike traditional, heavily marketed studio albums, If You're Reading This It's Too Late arrived abruptly with zero promotion. Drake If You-re Reading This It-s Too Late zip

Before this project, Toronto was viewed primarily as an outlier in hip-hop. Drake’s insistence on repping "The 6" (a reference to the city's area codes, 416 and 647) validated Canadian hip-hop. Furthermore Reports suggested Drake originally wanted to give the