Raptors: What Happens When Drake is No Longer Cool?

Will the Toronto Raptors want to be associated with Drake when the rapper is no longer churning out hit singles and his popularity inevitably decreases?

Inevitability is a constant in today’s age of disposable celebrities and musicians. It is inevitable that what is cool today will not be cool tomorrow.

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Sir Isaac Newton summed up the music business with perfection 400 years ago when he explained that “what goes up, must come down.” His theory still applies today in sports, fashion, social media platforms and, of course, music.

So what happens in three or four years when Drake is no longer considered cool?

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Think how embarrassing it could be in just a few short years to see Drake sitting court side at a Toronto Raptors game, looking for high fives and fist bumps from the future roster of players who are no longer fans of his music.

“Oh, this is uncomfortable….” – Dr. Evil.

Every artist has their time and just like every artist before them, fame will eventually fade and they will no longer be relevant to the next generation of followers (I mean fans).

For decades, athletes have wanted to be musicians and musicians want to be ballers. Long before he was “Dancing with the Stars” Jerry Rice along with Deion “Prime Time” Sanders were dancing up a storm in MC Hammer’s “Too Legit 2 Quit” video.

Back in 1993, Shaquille O’Neal was going line for line with the Fu-Schnickens on their hit “What’s Up Doc.” Both Hammer and the Fu-Schnickens were platinum selling artists in their time, but any recent release of theirs has been pushed to the end of the bench like James Johnson in a playoff run.

The 2016 NBA All-Star game was the peak of Drake’s popularity in his partnership with the Toronto Raptors since his agreement came to fruition back in 2013. His infectious smile at events, and in front of the camera, added a certain A-List quality to the first Canadian All-Star Weekend that would’ve lacked a certain sizzle without his presence (especially on a February weekend that saw arctic low temperatures in Toronto).

But it is only a matter of time before Drake sitting court side will become cringe worthy for Toronto sports fans.

Let’s look at the names of rappers who topped the Billboard charts just ten years ago in 2006: Young Joc, Chingy, Dem Franchize Boyz, Young Dro and Chamillionaire all had chart topping rap songs ten years ago. Most of those guys are more likely to be selling hot dogs at a current NBA game as opposed to sitting courtside getting daps from Steph Curry and LeBron James.

General managers and team presidents are replaced every few years in all major sports markets (its inevitable). Toronto is a demanding and fickle sports city, and unless the current management structure brings home a championship soon, Maple Leaf Sports and Entertainment (MLSE) will replace Masai Ujiri or Michael Friisdahl.

Perhaps with a less progressive or “hip” management team who doesn’t see the value of hip-hop culture being intertwined with the NBA — and who are more focused on “x’s and o’s” instead of “OVO’s” — and Drake will be bounced from his courtside seats.

It’s inevitable for the powers that be at MLSE to have their Austin Powers moment with Drake. Exactly like when “Scotty was on fire” and “Mini-Me” couldn’t take the hint that he wasn’t wanted anymore.

Next: Raptors Roundtable: Previewing the Offseason

Just like Mike Myers puns and hyperbole, which once ruled our lexicon, views from the Toronto sports fan will change. It’s inevitable.

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Toronto Raptors: What Happens When Drake is No Longer Cool?

By Chris Mckee | Jun 6, 2016

Will the Toronto Raptors want to be associated with Drake when the rapper is no longer churning out hit singles and his popularity inevitably decreases?

More from Tip of the Tower