In this case, he offered fans and critics an opening volley by labeling More Life a "playlist", leading to speculation that it might be more of a label showcase - a sort of Cruel October, perhaps.
After a huge 2016 with VIEWS, 2017 is shaping up to be another big year for Drake, following the release of More Life.
Drake talked about distancing himself from Kanye West last month, so Yeezy's appearance on More Life came as a surprise.
The playlist kicks off with a soulful introduction from Nai Palm on "Free Smoke" before the sweet, piano-led production gives way to a grittier, trap-infused production and Drake takes over. Pictured: Drake on September 23, 2016 in Las Vegas.
For the most part, Drake's new playlist "More Life" is pretty mellow. There's no "Hotline Bling" or "One Dance" to be found on the 22-track "Life". Across an extensive 81 minutes, Drake tries on every genre he's toyed with in the past, segueing from trap to dancehall to Afrobeat and London grime with the hyper-efficient versatility that's become one of his artistic calling cards.
More Life will be Drake's seventh consecutive No. 1.
Dare I say JLo used to call Drake on his cell phone, but no more. The playlist's 10th track gives United Kingdom rapper Skepta the stage as he raps over a Nana Rogues beat. The playlist features slick productions and innovative collaborations with established and rising acts, but Drake remains the star and driving force behind the project.
That permanent chip on his shoulder made Views tough to sit through, but on More Life, Drake at least tries to shake off some of the bitterness plaguing him... with help from his mom and the former FLOTUS. Pictured: Skepta on February 22, 2017 in London. "You need me to get that (expletive) together, so we can get together", Drake sings on the insipid "Get it Together". While that's up for debate, Drizzy shows a hunger on the song that was missing from "Views".
The singer was meant to feature on song Get It Together but instead the female verse is sung by Jorja Smith. Plus, an always-timely reminder of just how good "If you had my love" is.