Drake recently spoke about the process behind his unique album rollout for his upcoming project, Iceman, which has included livestreamed episodes featuring new music, fan interactions, and a storyline building up to the album.The Canadian rapper and DreamCrew’s Matte Babel recently sat down for an interview with Complex, published on November 18, 2025, where they explained the idea and execution behind the livestreams, called 'episodes.'During the interview, the rapper recalled a moment when someone heckled him and called him a "b**ch" during one of the livestreams, leading Drake to snap back at the man."So what then. So what then, big dog. Don't look away now, p*ssy. Don't look away now. Don't get shy now. We'll fold that up right now. Stop it," the rapper replied to the man.Labeling it as the funniest moment he's ever had on stream, Drake told Complex that he "naturally turned up" on the stream after the insult.“Probably when this random tall white guy said I was a 'b**ch' when I was driving and then I just naturally turned up mid stream… I wouldn’t even say I broke character cause that’s some iceman s**t—you can’t just page me while I am driving around spreading good vibrations. He started moving quick after that. No more talking.”Drake said the livestreams resulted in "interactive content" from fansDrake has been teasing Iceman for several months, taking a different approach to his album rollout. The rapper has seemingly embraced livestreaming to promote his upcoming album, airing three episodes so far that introduce new songs and develop a storyline behind Iceman.The first 58-minute livestream took place on July 4, 2025, followed by the release of the song What Did I Miss? Speaking to Complex, Matte Babel, a member of Drake’s management crew, said the first episode was the "most nerve-wracking of the three" as it was their first time working with the format. He added that the process was "intense," mentioning they encountered multiple hiccups and had to delay the initial premiere by one day to ensure everything was ready.The second livestream premiered later that July, unveiling the song "Which One" featuring Central Cee. The second livestream was shot in London, while the third episode, released in September, was filmed in Milan.Meanwhile, Drake indicated that he decided to change his album rollout strategy because he disliked "the redundancy of this formulaic approach" of releasing a single, a new music video, an album cover post, and the final project. He also mentioned that he had been "dying" for a challenge and a chance to embrace his old acting roots, saying that he found the livestreams "sounded like the perfect mix of risk and reward for me."Another aspect he embraced was the fan interaction, both during and after the livestreams. The rapper said he was enjoying seeing people create long-form content about the episodes.“I watch murder docs a lot and as you get invested you start to try and solve things before you even know where it’s headed or what the answers are. It’s like this sleuth energy — ‘What did I learn? What did I miss?’ No pun intended," he said."It’s crazy to see people make two-, three-hour videos on their thoughts and building conspiracies. It’s interactive content and that adds such a desirable element, more so than a music video with cars and tings. Not that those aren’t lovely sometimes," he continued.Drake, who has not yet announced a release date for Iceman, confirmed that the final episode of the series will be "our best work." It is unclear when the finale will premiere as of this article.