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 • 636

  • VICE News
    VICE News  Month ago

    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.
    WATCH NEXT: Filthy Frank Does More After Harlem Shake Meme - bit.ly/2BeeXui

  • john sly
    john sly 13 days ago

    Drake may be responsible for 5% torontos gun violence.

  • Marko Mania
    Marko Mania Month ago

    Toronto supports Torontonians fam, no race or politics

  • T Norris
    T Norris Month ago

    It's because I'm black ✊️all jokes good videos

  • Moe Moe
    Moe Moe Month ago

    and we americans got stuck with Justin Bieber, canada you did us dirty for that

  • Ariel Gelbard
    Ariel Gelbard Month ago

    ...he called it the six because of the 6 boroughs of the city, not because of the 416 area code.

  • Anthony Norman
    Anthony Norman Month ago

    Not as much as Lebron on Cleveland though. Poor town...

  • LeBron James
    LeBron James Month ago


  • Ray Chand
    Ray Chand 2 months ago

    why would anyone want to go to canada ?? lmao

  • Robert Lind
    Robert Lind 2 months ago

    Toronto is a real big city but it is safer. It is so safer it is safer than many cities in Sweden. Toronto is a better version of Chicago.

  • hehpillt28
    hehpillt28 2 months ago

    he make sure that northside eat

  • M. E
    M. E 2 months ago

    🎶I was running through the six with my woes🎶

  • José Tobias
    José Tobias 2 months ago

    Drake's image connection with Toronto is no joke, he might really be that influential about people going to Toronto and spending money through all these years, we gotta recognize it.
    He has NEVER released an album without at least one music explicitly talking about Toronto.
    You can NOT walk in Toronto for some days without seeing his name in places, listening to his music or seeing someone wearing OVO merch.
    Compared to rappers we have nowadays, he is even kinda of a good influence to people (his music, sometimes, talk about wrong stuff, but in majority they are talking about feelings and have a really low ratio of curse words, think about that).
    Well, go on Drake.

  • MrWilko
    MrWilko 2 months ago

    Hundred thousand for me is a disrespect!

  • Adrian!
    Adrian! 2 months ago

    3:36 look at that man smile omg lmao. when last did you see a US politician that happy?

  • alexandergoldman
    alexandergoldman 2 months ago

    Love or not...there's no question Drake has been an awesome promoter for Toronto and the Raptors. If your a baller on the Raptors, hanging out with Drake is a nice perk I'm sure.. True asset to the city and Canada

  • WannaSMDin1080p
    WannaSMDin1080p 2 months ago

    Shit I thought the number would be at least %20

  • CaapriceTube
    CaapriceTube 2 months ago

    THATS ONE THING NO ONE CAN TAKE FROM DRAKE. Esp. bringing Toronto a pride and a patriotic appeal we never had before in the “Tdot Era”. I’ve Always repped since the Maestro days, but hey let’s see what the 2020s brings 🇨🇦✌🏾

  • 454ffv
    454ffv 2 months ago +1

    i remember when drake rose to popularity, it was around the same time justin bieber came too and all the focus was on bieber. both being canadian and new stars, bieber would always win the best new artist award. oh how times have changed. drakes not only the most popular canadian artist right now, hes probably THE most popular entertainer

  • Jass Singh
    Jass Singh 2 months ago

    Toronto loves drake

  • J Dub
    J Dub 2 months ago

    If I ever get the chance to meet Drake, my first words will be "OMG JIMMY, YOU CAN WALK!!!"

  • Tuan Anh Pham
    Tuan Anh Pham 2 months ago

    What about Justin Bieber?

    DOLLTR0N 2 months ago

    Yum Chicken Rôti tho!!! Downs

  • Serenity Rencher
    Serenity Rencher 2 months ago

    Pusha T...I wonder what would happen if he went to Toronto?

  • Liam Fox
    Liam Fox 2 months ago

    So proud of my city

  • caroline hernandez
    caroline hernandez 2 months ago

    Drake? No it’s because the weed...

  • Lijun Yu
    Lijun Yu 2 months ago +1

    spell check , you mean Drake May Be Responsible For 5% Of "leboronto’s" $8.8b Tourism Economy (HBO)

  • BraunStavanger
    BraunStavanger 2 months ago

    i freaking love Toronto but it scares me how most of today's culture is being shaped by one individual up here, it's not just the money but the whole city vibes, i mean i love it but this city has to become less generic and start producing more culture, easier said than done, i know, but it would be great, it has far more to offer than just one person.

  • sean coonery
    sean coonery 2 months ago

    Kawhi Leonard

  • John Albert Santos
    John Albert Santos 2 months ago

    But lebron owns toronto...

  • ThePltsweet
    ThePltsweet 2 months ago

    Does Drake know all this and is he getting his share of it?

  • Guabah Guabah
    Guabah Guabah 2 months ago

    Its Lebronto

  • Ausickz
    Ausickz 2 months ago

    Lebronto is famous for Lebron not Drake

  • Kenny Petit-homme
    Kenny Petit-homme 2 months ago

    Ehh Vancouver and Québec city is way better

  • mike s
    mike s 2 months ago

    does he have an effect on the level of tourism? yes. is it worth quantifying? no

  • SGN_ _047
    SGN_ _047 2 months ago

    Drake May Be Responsible For 5% Of Lebronto’s $8.8b Tourism Economy*

  • BuzzFeedRight
    BuzzFeedRight 2 months ago

    1:13 everyone acting like he rebuilt the fucking team 😂😂😂 he just shows up to the game what about the fucking good draft picks and good coaching that took them to the playoffs.

  • Ryan Miller
    Ryan Miller 2 months ago

    Does he even have a good song? Everything I've heard from him is mediocre shit.

  • Justice Warrior
    Justice Warrior 2 months ago +1

    People are drawn to Mongloid Drake?? Seriously??

  • prowarslamable
    prowarslamable 2 months ago

    ppl act like the dont pay drake for his promo's

  • Gas Mask
    Gas Mask 2 months ago

    And you all said pusha t is the shit hahahahahahahaha, lameasses drake is worth so much more, morally and monetarily.

  • Much Doge Very Wow
    Much Doge Very Wow 2 months ago

    Drake gonna be friends with Kawhi

  • 713 832 281 346
    713 832 281 346 2 months ago

    5% of 8.8 billion is $440,000,000

  • _ Grundel _
    _ Grundel _ 2 months ago

    Good for Toronto, it's about they gained from this "rapper".

  • swaygfx
    swaygfx 2 months ago

    That’s powerful they should make a statue of drake, people will definitely go to see it

  • Ruth C
    Ruth C 2 months ago

    3:45 😂

  • JT Luxx
    JT Luxx 2 months ago +1

    It’s way more than 5%. That’s all I have to say. Way more.

  • Marion Marquez
    Marion Marquez 2 months ago

    I hope Beyoncé & Travis does this for Houston

  • Adan A
    Adan A 2 months ago

    And drake loves the 🇺🇸 we’re he spends most of time and money so who is winning ? Really

  • Audio Out
    Audio Out 2 months ago

    I'll be impressed by drake when he makes one original song. I mean the entire song has to be original which none of he's songs are

  • Joseph Dorian
    Joseph Dorian 2 months ago

    Some people go wild over this due to the fact at times they do put celebs over their individual personality. Some people tend to model their lives over one person instead of forming an individuals self worth to develop a personality, it's sad.

  • Matthew
    Matthew 2 months ago

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

  • Andradé
    Andradé 2 months ago

    That's incredible

  • Jon Livingstone
    Jon Livingstone 2 months 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 2 months ago

    Good work Aubrey now go take care of your child

  • M. Clayton
    M. Clayton 2 months ago

    Could be 20 if he rapped a spoke about it.

  • Robert Downey Jr.
    Robert Downey Jr. 2 months ago

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

  • David Bagire
    David Bagire 2 months ago

    More like Lebronto 😂😂

  • Cristopher Calvo Fiallos

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

  • folumb
    folumb 2 months ago

    foh. its LeBronto.

  • Sufyan Shahid
    Sufyan Shahid 2 months ago

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

  • T Bone
    T Bone 2 months ago

    Drake ain’t shit

  • Tk Hannibal
    Tk Hannibal 2 months 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 2 months 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 2 months ago

    Infrared, you know what I mean?

  • Sankofa NYC
    Sankofa NYC 2 months 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 2 months 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 2 months ago

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

  • Nadalyn Galindo
    Nadalyn Galindo 2 months ago

    I call this exploitation of Drake.

  • montblanc noland
    montblanc noland 2 months ago +1


  • John Smith
    John Smith 2 months ago

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

  • Jas Brar
    Jas Brar 2 months ago

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

  • Randy Villegas
    Randy Villegas 2 months ago

    It's just gods plan.

  • Ditos Mom
    Ditos Mom 2 months ago

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

  • Brant Stewart
    Brant Stewart 2 months ago

    Torontos kinda shitty tho lol

  • Manny Dhillon
    Manny Dhillon 2 months ago

    Thanks Drake , i wish Justin Bieber should did something too

  • South Oceanside
    South Oceanside 2 months ago

    Man can't loose 🐐

  • Jones
    Jones 2 months ago

    now look a little sad

  • Dan Jakmel
    Dan Jakmel 2 months ago

    i went to toronto in 2015 bc of that drake song

  • David Niculita
    David Niculita 2 months ago


  • dotPanem
    dotPanem 2 months ago

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

  • Ashish Kumar
    Ashish Kumar 2 months 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 months ago

    6ix everything lol

  • GSFH24
    GSFH24 2 months ago

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

  • Jamie Vandermaas
    Jamie Vandermaas 2 months 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 2 months ago

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

  • Hoodie Omar
    Hoodie Omar 2 months ago +1

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

  • Reflection of you
    Reflection of you 2 months ago

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

  • Name Surname
    Name Surname 2 months 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 2 months ago

    Shoutout to drake from toronto

  • drop2001
    drop2001 2 months 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 2 months ago

    I just moved to Toronto because of Drake...

  • Yunus - Jonah
    Yunus - Jonah 2 months ago +1

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

    • MrBiko12
      MrBiko12 2 months ago +1

      Yunus - Jonah I think Christians would disagree

  • Cali D
    Cali D 2 months ago


  • Talking Thunder
    Talking Thunder 2 months ago

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

  • D Duff
    D Duff 2 months ago

    It's all about the Benjamin's baby

  • BlueDreamKush23
    BlueDreamKush23 2 months ago

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

  • RueyTenTen
    RueyTenTen 2 months ago

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

  • HighThereGuys TV
    HighThereGuys TV 2 months ago

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

  • Dirty Burger
    Dirty Burger 2 months ago

    Canadian playlist: tragically hip, drake, tom cochrane