Drake May Be Responsible For 5% Of Toronto’s $8.8b Tourism Economy (HBO)

  • Published on Jul 5, 2018
  • Drake isn’t a just rapper. He’s a walking economic stimulus package.
    In his hometown of Toronto, a Drake shoutout can mean an immediate boost for local business. Tourists swarmed Joso’s Restaurant after they realized Drake shot the cover of his Take Care album there, and two years after the Drake and Rihanna “Work” video, tourists are still showing up at The Real Jerk restaurant to ask what kind of roti Drake ordered (chicken).
    Recently, politicians are getting proactive about the Drake brand - using the rapper’s name to attract foreign investors. One market analyst gives Drake credit for 5% of Toronto’s $8.8 billion tourism industry - meaning that Drake drove at least $440 million to the local economy in the last year alone. And some people think that number might be a bit conservative.
    VICE News went to Toronto to see just how much the Drake Effect has changed Canada’s largest city.
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Comments • 630

  • Matthew
    Matthew Hour ago

    Great now can he fucking fix the traffic in downtown Toronto, that’d be great thanks.

  • detailsmove
    detailsmove 2 hours ago

    That's incredible

  • Jon Livingstone
    Jon Livingstone 7 hours ago

    3:43 "I'm gonna borrow, steal, and beg anything I can to help me to promote my city." Such a disgusting statement.

  • olaolapepsiman
    olaolapepsiman 8 hours ago

    Good work Aubrey now go take care of your child

  • M. Clayton
    M. Clayton 13 hours ago

    Could be 20 if he rapped a spoke about it.

  • Robert Downey Jr.
    Robert Downey Jr. 17 hours ago

    Are we gon' talk about how much Drake has affected Miami?

  • David Bagire
    David Bagire 19 hours ago

    More like Lebronto 😂😂

  • Cristopher Calvo Fiallos

    Of course. What other know Toronto artist made it as big as him.

  • folumb
    folumb 19 hours ago

    foh. its LeBronto.

  • Sufyan Shahid
    Sufyan Shahid 22 hours ago

    1:34 Antrim Crescent, that's my road :)

  • T Bone
    T Bone 22 hours ago

    Drake ain’t shit

  • Tk Hannibal
    Tk Hannibal 23 hours ago

    Jay Z moved the Nets Brooklyn pushed for a stadium, since then big award shows, concerts have taken place there, it has become thee spot...

  • Tk Hannibal
    Tk Hannibal 23 hours ago

    All those Jay Z lines start making sense. People be sleeping when he dropping knowledge. think it was in Nickel n Dimes... Some of these artists/ athletes move economies when they go on record saying they deserve more don't call em crazy they know how much they can move the needle..

  • RõzeGold Pharøah
    RõzeGold Pharøah 23 hours ago

    Infrared, you know what I mean?

  • Sankofa NYC
    Sankofa NYC Day ago

    Toronto ain't even popping to be honest 😅 but everyone there is real nice and the food is good, and it's clean... But it's super chill and generally not a ton going on

  • Philip J. Fry
    Philip J. Fry Day ago

    It's simple. Vince Carter made the 6 known, Drake made the 6 famous. In fact, Drake was quoted saying how Vince inspired him.

  • Nadalyn Galindo
    Nadalyn Galindo Day ago

    Drake needs to go political after hes done with in the entertainment industry

  • Nadalyn Galindo
    Nadalyn Galindo Day ago

    I call this exploitation of Drake.

  • montblanc noland


  • John Smith
    John Smith Day ago

    Drake is all around worth more than most people think. Great artist as well.

  • Jas Brar
    Jas Brar Day ago

    Lol marketers or investors should be thankful of drake cuz he made toronto period

  • Randy Villegas
    Randy Villegas Day ago

    It's just gods plan.

  • Ditos Mom
    Ditos Mom Day ago

    I'm glad they acknowledge him for that and cut him a check.. 🤗

  • JustMe
    JustMe Day ago

    Toronto sucks, people think toronto is a first class city but it has like 10 subway stops.

  • Brant Stewart
    Brant Stewart 2 days ago

    Torontos kinda shitty tho lol

  • Manny Dhillon
    Manny Dhillon 2 days ago

    Thanks Drake , i wish Justin Bieber should did something too

  • South Oceanside
    South Oceanside 2 days ago

    Man can't loose 🐐

  • Jones
    Jones 2 days ago

    now look a little sad

  • Dan Jakmel
    Dan Jakmel 2 days ago

    i went to toronto in 2015 bc of that drake song

  • David Niculita
    David Niculita 2 days ago


  • dotPanem
    dotPanem 2 days ago

    Reminder that Jimmy Prime came up with the name 'the 6ix'

  • Ashish Kumar
    Ashish Kumar 2 days ago

    Not about who did it first its about who did it right.... And goddamn did drake. Do a. Hella of a job

  • David Basset
    David Basset 2 days ago

    6ix everything lol

  • GSFH24
    GSFH24 2 days ago

    Ninja: "Drake used me for views".
    Ninja actin like he bigger than drake LOL

  • Jamie Vandermaas
    Jamie Vandermaas 2 days ago

    Its not called the six because of the 416 area code. Its because of the six cities that make up the municipality of Toronto. Responsible journalism requires research.

  • Kristene Howell
    Kristene Howell 3 days ago

    6 for six boroughs that are now one city of Toronto...

  • Hoodie Omar
    Hoodie Omar 3 days ago +1

    Is this the *keke do you love me* song?

  • Reflection of you
    Reflection of you 3 days ago

    Or the fact that you are the nicer, cooler, cleaner version of amerikkka

  • Name Surname
    Name Surname 3 days ago

    What an incredible culture Canada has. Whereas Europe has Shakespeare, Voltaire and Dante you have Drake, Bieber and Nickelback. Amazing, you really are #blessed.

  • aditya salian
    aditya salian 3 days ago

    Shoutout to drake from toronto

  • drop2001
    drop2001 3 days ago

    This is just a bunch of clickbait BS, I doubt the integrity if that calculation guy who came up with 5% figure.

  • Freddy Wap
    Freddy Wap 3 days ago

    I just moved to Toronto because of Drake...

  • Yunus - Jonah
    Yunus - Jonah 3 days ago

    Who was the greatest influencer in world history ?
    I say It was Muhammad the Prophet of Islam
    Anyone care to refute that ?

  • Cali D
    Cali D 4 days ago


  • Talking Thunder
    Talking Thunder 4 days ago

    I do not go to Toronto for Drake. If anything I would avoid the cripple degrassi fed.

  • D Duff
    D Duff 4 days ago

    It's all about the Benjamin's baby

  • BlueDreamKush23
    BlueDreamKush23 4 days ago

    Tupac the face of L.A.
    Biggie the face of NYC
    Kanye the face of Chicago
    Drake the face of Toronto

  • RueyTenTen
    RueyTenTen 4 days ago

    I really like Drake, even though I don't understand his music.

  • HighThereGuys TV
    HighThereGuys TV 4 days ago

    Toronto was once 6 individual cities that combined into one. Thus we the 6ix. Drakelove

  • Dirty Burger
    Dirty Burger 4 days ago

    Canadian playlist: tragically hip, drake, tom cochrane

  • ninosmoshi101
    ninosmoshi101 4 days ago


  • R H
    R H 4 days ago

    Despite the L's Drake took,i have to admit Drake is a part of the 21st century culture.

  • Kofi Oppong
    Kofi Oppong 5 days ago


  • shamrock legend
    shamrock legend 5 days ago

    And a shoutout from Pusha T = ???

  • Loominaughty
    Loominaughty 5 days ago

    Toronto wants to be compared to New York , LA, Chicago etc when they get carried by drake worship him smh trash ass city

  • FPLO 23
    FPLO 23 5 days ago

    Vice get your shit right , drake didn’t start calling the city 6 first

  • James Lewis
    James Lewis 5 days ago

    minority agenda that tissue delay undermine average neighborhood coastal swing hang.

  • laura flores
    laura flores 5 days ago

    I freaking love Toronto I live in southern California and I have been there twice and I am planning to moving to Toronto in the future it’s an amazing city with something for everyone

  • Dj1LL
    Dj1LL 5 days ago

    Toronto is a cess pool of disgusting immigrants and no mannerisms.

  • epSos.de
    epSos.de 5 days ago +12

    Same as with any larger and popular city.
    *The famous are the faces of the city.* In the end the city wins as a brand.
    LA became popular, because of famous people.

  • World Boss
    World Boss 5 days ago

    Thanks dawg

  • Chris Martinez
    Chris Martinez 6 days ago +1

    Real G's support community. Check link and support.

  • Seb G
    Seb G 6 days ago

    Like if Toronto is Home

  • xele fonte
    xele fonte 6 days ago

    This is bullshit. No entertainers have that profound influence on tourism unless it's some unusual circumstance like The Rumble in the Jungle fight in Zaire or Michael Jackson's last tour in the UK. But, Drake is always in Toronto so nobody is in a hurry to see him in Toronto since it's far from a once-in-a-lifetime opportunity. All this story is...is some clickbait and Vice kissing Drake's ass for a potential interview. Is Drake really responsible for 5% of Toronto's $8.8 billion tourism economy which translates to $440 million/year? It's impossible to determine that unless Drake completely stop performing for an entire year to see the effect on Toronto's tourism? I'm sure it would be minimal like a 1% drop so he's most likely responsible for $50-$100 million instead of anywhere near half a billion. People aren't going to travel to another country for the sole purpose of seeing Drake especially when Drake seems to be ubiquitous lately. Drake will come to you, you don't have to come to him. This is the common worshipping of musicians since Presley to the Beatles to Michael Jackson to now Drake. They place these flawed individuals on a God-like pedestal. No, he's just a Jewish mulatto who fucks dirty strippers in every city #JhonniBlaze...one who gets emotionally feminine with his music. Next please...

  • Seb G
    Seb G 6 days ago

    Ki ki do you love me?

  • Genre Fluid Type beats

    Just Imagine being that powerful.....OmyGod :@

  • Christian Rodrigues
    Christian Rodrigues 6 days ago

    Drake is soft and his music is garbage. The Weeknd belongs to Toronto

  • Just Derek
    Just Derek 6 days ago

    I think this is the point where we can finally say, Drake is to big to fail. If he fails so many pockets take a hit.

  • Nolly
    Nolly 6 days ago +1

    Drake finna send that invoice real quick

  • Trap Soul
    Trap Soul 6 days ago +2

    Don't forgot Drake got a crib in LA that's where it rlly be poppin

  • Trap Soul
    Trap Soul 6 days ago +1

    The same thing happens in New York, Los Angeles, Atlanta, and Miami except on a way longer scale considering the amount of artist that come from those cities.

  • jiner666
    jiner666 6 days ago

    What a shit hole that explains a lot

  • Shyheim Hajj
    Shyheim Hajj 6 days ago

    I love hip-hop though I don't believe Drake can go down as a top 5 mc he definitely goes down as one of the most accomplished and best entertainers

  • Irate Frogger
    Irate Frogger 6 days ago

    Toronto is fucking lit just came back and I'm considering moving there

  • sanjay singh
    sanjay singh 6 days ago

    What about xo?

  • Yeezy
    Yeezy 6 days ago +1


  • Booty Quesò
    Booty Quesò 7 days ago

    They only care when you made it

  • Petro Ombasi
    Petro Ombasi 7 days ago

    Awesome, you guys celebrating economic concreation caused by an uncreative musician, who defiantly deserves wealth due to is commercial success, but not this insane dimension. Especially considering the long term culturel worth of his music. In 10 years no one will listen to one of his songs anymore, most of them consist of, I'm not quite sure, but maybe 150, 200 word's. All in all I guess his lyrics include, withdraw the frequent repition of the hook, less by number and creative words, than Im talking to myself throughout the whole day. America and its stars, absolut acceptance of disproportional wealth of people without any worth for the society.
    Still a capitalist dream.

  • Dan Babitch
    Dan Babitch 7 days ago

    0:1 It's not Air Canada Centre anymore, It's Scotiabank Arena.

  • Daniel Fernandez-Palmieri

    Why? Why is is this generic nasal sounding rapper with meaningless lyrics so popular? Why is my hometown Toronto so associated with this terrible musician?

  • Fatimah Conteh
    Fatimah Conteh 7 days ago

    What about Justin beiber

  • Kris K
    Kris K 7 days ago

    What about justin bieber tho

  • Carl Johnson
    Carl Johnson 7 days ago

    I love that he puts on for canada. I remember back in the myspace days I watched drakes come up And I never really liked him till now. He proved himself over the years

  • Albert Junior
    Albert Junior 7 days ago

    If a rapper makes your city revelevant,your city ain't shit.

  • 00 Mendoza
    00 Mendoza 7 days ago

    100% true. I'm living in UAE and when I mention I'm from Toronto, everyone knows it's Drake's home and I look cool haha

  • Bryan P
    Bryan P 7 days ago

    What about Justin Bieber?

  • Leonard Bryant
    Leonard Bryant 7 days ago

    N DATS WHAT JAY Z DID FOR NEW YORK TOO YUP DON't 4 €ET $Brooklyn in DIS Muthafucker TOO 💪💪💪

  • Ian christison
    Ian christison 7 days ago

    its not because of the 416 area code. its because of the 6 boroughs that make up the city ...please get it right if your going to make it news

  • AST
    AST 7 days ago +18

    We The North!

  • justin Dot
    justin Dot 7 days ago

    yes, and I believe in the tooth fairy too, wow.. Michael Thompson even featured here.. awwwwe, dont kid yourselves!!!

  • Javier VL
    Javier VL 7 days ago

    Tbh wouldnt know if Toronto or even Canada exists if it wasnt for Drake

  • Hood Standards
    Hood Standards 7 days ago

    Those are high accusations for a *might be*

  • DF416
    DF416 7 days ago

    He put on for the city 👌🏻

  • jachtan crozomer
    jachtan crozomer 7 days ago

    Kiki do you love me 😍😍😍😘😘😘😘

  • Rayyan Jamal
    Rayyan Jamal 7 days ago

    Let's face it, Toronto was never cool. And Drake made it lit.

  • IonlyROBwhite People&Dealers

    So where is Drake's Check???

  • eh?
    eh? 8 days ago +1

    Maybe???? HE IS THE REASON!

  • England is not a city lol

    Justin Bieber is more American than Canadian by now cause he's not reppin our talking about Canada. Unlike Drake

  • rODIUM
    rODIUM 8 days ago


  • Pixel Fyxe
    Pixel Fyxe 8 days ago +1

    So he's like the Royal Family in the UK? He adds nothing of value in and of himself, but he's worth keeping around due it tourism?