Drake is bringing rap battle entertainment to the Caffeine streaming service.
According to a press release issued on Tuesday (Feb. 11), the OVO head has entered an exclusive multiyear partnership with the broadcast company, which will live-stream and co-produce rap battles in collaboration with Ultimate Rap League (URL), the world’s largest battle rap platform.
“I’ve always loved URL and admired what [URL Co-founder Smack White] and his team have been able to create, it just wasn’t easily accessible,” Drake said in the release. “It’s exciting to be in a position where I’m able to bring Caffeine to the table and help provide URL with the tools they need to elevate the viewing experience and make it more accessible to fans.”
“Caffeine is the perfect strategic partner for URL and the only one who can, with the press [of] a single button, help us get this content to new audiences around the world for free,” White shared.
Drake marks the latest high-profile figure to partner with the streaming platform, following Offset, Doja Cat and more.
“We are proud to partner with Drake and support him as he brings his vision and channel to life,” Caffeine CEO and Founder Ben Keighran said. “As a platform, Caffeine gives Drake the freedom to pursue new creative ideas and we are excited about the whole slate of fresh content that he will share with his communities. It will all be live, authentic and amazing and I can’t wait for fans to come check it out.”
The date of the launch has not yet been released.
Despite being busy in “album mode,” the new partnership marks only the latest of Drake’s recent entrepreneurial pursuits. Back in November, the “Life Is Good” artist also teamed up with Canadian cannabis company Canopy Growth Co. to launch his own cannabis wellness company called More Life Growth Co.