Drake is a meme. He's a mogul. He’s a punchline and a powerhouse all at once. But when you look back at the release of Started From The Bottom, you’re looking at the precise moment Aubrey Graham stopped being the kid from Degrassi and started being the inevitable King of Spotify. It wasn't just a song. Honestly, it was a rebrand that shouldn't have worked, yet it became the blueprint for every melodic rapper who followed.
The year was 2013. The vibes were weird. Hip-hop was transitioning from the gritty, blog-era dominance into something shinier and more global. When the music video dropped, featuring Drake working at a Shoppers Drug Mart in Toronto, people laughed. Critics pointed out that "the bottom" for a TV star isn't exactly the same as the struggle rappers usually talk about. But that misses the point.
The Cultural Weight of Started From The Bottom
You have to understand the context of the Nothing Was the Same era. Before this track, Drake was the "soft" guy. He was the guy who made Take Care. He was sensitive. Then Mike Zombie handed him this beat—a haunting, repetitive piano loop that felt like a cold night in Ontario—and everything shifted.
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People love to debate what "the bottom" actually means. If you’re a purist, you’ll argue that Drake had a head start. He did. But in the industry, he was an outsider. A Jewish, biracial kid from Canada trying to conquer a genre rooted in American urban struggle. That’s a different kind of "bottom." It’s a social and professional hurdle that he cleared by leaning into his own reality rather than faking a persona.
The song's structure is intentionally hypnotic. It doesn't have a traditional verse-chorus-verse-chorus-bridge flow. It’s a repetitive anthem designed to be screamed in a club or a car. It’s about the "crew." It’s about the OVO circle that stayed small while the checks got bigger. That loyalty resonated.
Why the Shoppers Drug Mart Visual Was Genius
Most rappers would have filmed their "struggle" video in a dark alley. Drake went to a pharmacy. He put on the vest. He played the employee of the month. It was a self-aware nod to his actual life in Toronto before the private jets.
By showing his literal roots—the mundane, boring, suburban Canadian life—he actually made himself more relatable to the average listener than someone rapping about a lifestyle they never lived. It was a pivot. It told the world: "I know you think I'm privileged, but I still had to work a job I hated to get here." That’s a universal feeling.
The Production That Changed the Sound
We need to talk about Mike Zombie. He’s the producer who crafted that skeleton of a beat. It’s sparse. There is so much empty space in the track, which was a huge risk at the time. Most radio hits in 2013 were overproduced and loud. Started From The Bottom was quiet. It was eerie.
It forced you to listen to the lyrics.
- "Boys tellin' stories about the man / Say I never struggled, wasn't hungry, yeah, I doubt it, man."
- "I could guess it's been a long time since you fell in love / You ain't been out in a long time, you're just settlin' in."
He wasn't just bragging; he was complaining about the isolation that comes with success. It's that classic Drake trope: winning, but feeling lonely about it. It’s a formula that made him the most-streamed artist of the decade.
The Backlash and the "Fake" Narrative
Look, let’s be real. The internet didn't let him off easy. The memes were relentless. "Started from the middle class now we here" was a common joke. People pointed to his upbringing in Forest Hill, one of Toronto’s wealthiest neighborhoods.
But here is the nuance: Drake’s mother was sick, and they lived in a basement apartment in that wealthy neighborhood. He has spoken about this in multiple interviews, including his 2010 Rolling Stone profile. He was a kid trying to fit into a world he couldn't afford, while also being the breadwinner for his family at age 14.
When you frame it that way, the song feels different. It’s not about poverty; it’s about the grind of being an underdog in a room full of giants. That’s why the song survived the jokes. It’s why it’s still played at every sports championship parade. It’s a victory lap for anyone who felt like they didn't belong.
The Impact on the Music Industry
After this song, the industry changed. We saw a massive influx of "vibe" rap. You didn't need a 64-bar verse of complex metaphors anymore. You needed a hook that people could use as a caption for their Instagram photos. Started From The Bottom was the ultimate Instagram caption song before Instagram captions were even a dominant cultural force.
It also solidified the "Toronto Sound." Before Drake, Toronto wasn't on the hip-hop map in a significant way. After this, producers like Noah "40" Shebib and Boi-1da became the most sought-after architects in music. They created a sonic landscape that was cold, atmospheric, and distinctly Canadian.
Breaking Down the Numbers
The track peaked at number 6 on the Billboard Hot 100. It went multi-platinum. But its true success is measured in its longevity. Most songs from 2013 feel dated now. They have that "EDM-pop" influence that died out quickly. This song? It still feels modern. It’s because it’s built on a foundation of minimalism.
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There’s a lesson there for creators. Don’t overstuff the work. If the message is strong enough, the delivery can be simple. Drake understood that. He knew that the phrase "Started from the bottom, now we're here" was a "sticky" idea. It’s a phrase that has entered the global lexicon. People say it who don’t even know who Drake is. That is the definition of a cultural reset.
Key Takeaways from the Era
- Own your narrative. Drake didn't try to pretend he was from the streets of New York. He leaned into being the guy from the suburbs who made it big.
- Repetition is power. The hook is basically one sentence repeated over and over. It drills into your brain.
- Visuals matter. The music video wasn't just a video; it was a short film about his identity.
- Loyalty sells. The emphasis on "the whole team" being there made the success feel collective, not just individual.
What Most People Get Wrong
The biggest misconception is that this song was an attempt to act "tough." It really wasn't. If you listen to the verses, he’s talking about arguing with his mom and getting speeding tickets. He’s talking about the mundane frustrations of life before fame.
It’s actually one of his more honest songs. He’s admitting that he was just a regular guy who had a vision. He’s also admitting that once he got to the top, he didn't want any new friends. That’s a very human reaction to sudden, massive fame. Everyone wants a piece of you, so you retreat into the people who knew you back at Shoppers Drug Mart.
Actionable Insights for Your Own Brand
Whether you're a musician, a business owner, or a content creator, there’s a lot to learn from the rollout of Started From The Bottom.
First, identify your "bottom." What was the genuine struggle you faced before you found your footing? Don't exaggerate it, but don't hide it either. Authenticity is the only currency that matters in the long run. If you try to fake a backstory, the internet will find out. Drake survived the "Degrassi" stigma by embracing it, not running from it.
Second, simplify your message. Can you explain your mission in one sentence? "Started from the bottom, now we're here" is a masterclass in simplicity. If your audience has to think too hard to understand what you stand for, you've already lost them.
Third, build your "OVO." Success is lonely if you don't have a core group of people who were there from the start. Invest in your day-ones. Those are the people who will keep you grounded when the world starts making memes about you.
Finally, realize that criticism is often a sign of impact. The people who mocked the song only helped it spread. Every joke was a free advertisement. If you’re doing something significant, you’re going to get pushback. Use that energy. Turn the pharmacy vest into a fashion statement. Drake did, and now he’s worth hundreds of millions of dollars.
The reality is that music evolves, but the desire to see a "come-up" story is eternal. We are wired to root for the person who climbed the mountain, even if they started halfway up. Because even then, the climb is steep. And Drake? He’s still at the peak.