While the rise of platform-exclusive streaming album releases remains a contentious issue within the music industry, OVO Sound—the label founded by Drake, Oliver El-Khatib, and Noah “40” Shebib—is capitalizing on the exclusivity trend while it lasts. So far, it’s working. Despite landing exclusively on Apple Music first, Drake’s album Views broke Billboard records, dominating multiple charts for weeks and netting him a record-breaking 13 American Music Award nominations. Drake’s streaming success wasn’t limited to Apple, with whom the rapper reportedly signed a $19 million deal. He was also the most-streamed artist on Spotify in 2016. But Drake isn’t hogging the spotlight all for himself. Through OVO Sound, Drake lets his star power trickle down to other artists, including PARTYNEXTDOOR, Roy Wood$, and Majid Jordan.