It's safe to say that ever since Drake embarked on his musical journey, Toronto, Canada has become a popular city to visit.
In fact, according to marketing and branding consultant Gordon Hendren in a recent Vice News report, the Scorpion rapper's influence is responsible for about 5 percent of the city's $8.8 billion total annual tourism income. That amounts to about $440 million coming in, thanks to his repping his hometown, the Toronto Raptors and various restaurants and clubs around the city.
"He's helped to rebrand the city," Hendren said. "He's kind of made himself the same as Toronto."
Vice points to Drake's influence in coining the nickname "The Six" or "The 6ix," his OVO brand, featuring various landmarks and local establishments and much more.
"When I mentioned this was home of Drake, the people just kind of went crazy -- just the mere mention of his name," he adds. "The native son is here, he's got a great brand, we're gonna kind of hitch ourselves on it a little bit and get pulled up along the way."
Watch the full Vice News segment above and let us know your thoughts.