Strategy of the Week - 2.23.26
Drake & McDonald's, Harry Styles, and the return of Apple Music Connect
“Where Night Owls land.”
That’s the text displayed on a poster featuring the OVO Owl and McDonald’s Logo. These mysterious unbranded posters began surfacing in high-traffic districts across Toronto the previous day, and most notably, neither Drake nor McDonald’s posted about it. Rather, the announcement gained traction exclusively from UGC.
By choosing physical posters in his hometown rather than opting for heavy marketing globally, it frames a massive corporate partnership as a “neighborhood find,” softening the commercialism of a global fast-food collab and making Drake himself seem more credible. The fact that the posters were exclusively in Toronto further strengthens his brand identity. Could this be the start of a long-awaited album rollout?
Other Notable Headlines
Harry Styles to Curate Meltdown Festival 2026
This represents a significant pivot for Styles, shifting from being a performer to a cultural tastemaker, and extending his brand longevity beyond album cycles.
UMG Strikes Global Deal with EVEN to Power Direct-to-Fan Sales
This provides UMG’s labels and artists with new ways to engage superfans through early access to music, exclusive content, and community features.
Apple Music Connect is Back - But Much Different
Connect, formerly a failed fan-facing social network, now serves as a place for labels to promote their artist’s content. It includes a “Pitch” tool that lets artists submit their work for conisderation in things like playlist selection, and more.
Interested in reading more? Check out the analysis for Noah Kahan’s Stick Season below:
References
Dalugdug, M. (2026). Apple revives the Apple Music Connect name — this time as a B2B platform for labels and distributors. Music Business Worldwide. https://www.musicbusinessworldwide.com/apple-revives-the-apple-music-connect-name-this-time-as-a-b2b-promo-platform-for-labels-and-distributors/.
Li, J. (2026). Drake x McDonald’s Canada OVO “Afters Meal.” Hypebeast. https://hypebeast.com/2026/2/drake-mcdonalds-canada-exclusive-ovo-afters-meal-announcement.
Stassen, M. (2026). Universal Music strikes deal with superfan platform EVEN to power D2C sales for artists worldwide. Music Business Worldwide. https://www.musicbusinessworldwide.com/universal-music-strikes-deal-with-superfan-app-even-to-power-d2c-sales-for-artists-worldwide/.
Williams, S. (2026). Harry Styles to curate Meltdown festival lineup & headline show. Billboard. https://www.billboard.com/music/music-news/harry-styles-southbank-centre-london-meltdown-festival-2026-1236180205/.