Bruh. The generations after us don’t get it.
Watching hip-hop happen in real time, and being born into a culture where it’s already been here for a while….is a whole convo within itself…
Drake called this Toronto family business that sells ice. Two days later, he was livestreaming from their warehouse on a Wednesday. By Friday, their phone had rung over 200 times.
Now, the family-owned company has become one of the faces of the biggest album rollout of 2026.