3 Psychological Hacks Behind Drake’s “Scary Hours 2”
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Drake has become the first artist EVER to debut on the Hot 100 at Nos. 1, 2 & 3 (at the same). So why is Drake’s latest project so addictive? Given that, landing on the ‘Hot One Hundo’ has become a commonplace in today’s music streaming boom.
This latest occurrence isn’t by chance and is another experiment executed perfectly by the Toronto megastar.
In a World where attention pays, how do you consistently garner it? Especially since we all have the same amount of hours in a day. So — the real question is — how can you maximize productivity and increase revenue as an artist?
I think most people will boil it down to producing shorter songs = more repeats = more views = repeated listening. That is one way to look at it. Admittedly — you have to go a little deeper into what makes people engage at such a high level of consumption.
From the jump, Drake has positioned himself as an artist who is completely in tune with Human Nature. It’s a formula that has proven effective for artist throughout history. Including Prince, Michael Jackson, Rick James, etc.
For the most part, I feel like it’s important to add perspective to accomplishments when possible. Especially if I can help others move forward in their journeys.
As of lately, the tactic has been executed by The Weeknd, Tory Lanez, Future, plus many more. It’s starts with reaching a certain demographic and expanding out.
In this article, I am going to discuss three ways you can form those unbreakable bonds with your fans and provide them with a one-of-a-kind experience they can’t find anywhere else.
Now, lets deep dive into how you can increase your odds of success and create longevity along the way.
1. Evoke Emotions (Arousal + Curiosity)
The title of the first track within itself (What’s Next) draws you in with curiosity. Keep in mind — late in 2020, Drake released an announcement stating that he would be dropping a project at the beginning of the year, followed by his official album.
This strategy is directly pulled from the ‘Aesthetic theory’. Which states that you can evoke emotion by presenting something new, as a surprise and it will continue the development of the fan-artist relationship.
This is why fan bases are valued so much by record labels. Listening to music creates a high level of arousal, in comparison to someone eating their favorite meal or engaging in a fulfilling activity. Economically, it’s the perfect high-low relationship.
Why? A fan feels rewarded after an initial experience of curiosity associated with the need to listen to your music. Because of the dopamine hits, this cycle is repeated until another option for exploration is presented and replaces that form of arousal.
“I been selling dreams to sleepers.
Tell the truth, that’s the perfect business.”
2. Familiarity (Being well known/recognizable)
Once listeners have formed a connection with your music, it should be fairly easy to continue to build on top of that admiration. This in return, creates a relationship between artist and fans. Where there is a hedonic value being associated with the music being consumed.
Listeners will begin to associate a level pleasure, feelings and emotions with your music. By providing them with new music, you’ll be presenting a relief from uncertainty mixed with relaxation. This is also a cycle that automatically repeats itself with every release.
If you’ve ever noticed, people don’t ever stop listening to their favorite songs. So if you’re listening to Drake, the chances are you’re going to continue to listen to Drake. This is also the basis of YouTube’s algorithm, as well as Instagram. It’s the perfect play on human nature that’s backed by technology.
In fact, this is why cover bands have stood the test of time. Think about it, people are will to pay to see “other” artists to perform “their” favorite songs. It’s a great example of why you should invest your time into building a catalog (so no matter who’s performing, you’re getting paid).
The key is to focus your energy into making good music. As you grow, you’ll want people to discover your music and be converted into a fan.
For more on discovery, check out the article below.
3. Complexity (Be a puzzle, not a picture sketched in stone)
Provide the pieces to a puzzle and people will try to put them together. Offering a certain level of mystique offers listeners the incentive to get to know you through music— and — continue to engage with your content.
Drake is great at combining familiarity with complexity. The idea is that if your music is too simple people will get bored and stop listening. While being complex draws people in for more — therefore increasing how much people listen to your music.
Which means the more people listen to your music, the more they’ll receive dopamine hits which increases the connection. Resulting in repetitive listening and helps to increase familiarity. This is a great recipe for increased revenue with an overall low cost to produce results.
If you check out the chart below, “Scary Hours 2” sits perfectly in the middle with features from Lil Baby (Familiarity) and Rick Ross (Complexity).
Using the “Aesthetic theory” is a process that every artist (and most) should execute. It’s the perfect play on human nature and all it takes is brand positioning. “Love & Romance” will always be recipe for success, especially when it comes to evoking emotions and forming those unbreakable bonds with fans.
Also, this was an appetizer for Drake’s six studio album — ironically — “Certified Lover Boy”.
In the meantime, checkout the video for “What’s Next” below.
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