October's Very Own

Verified Timeline

Lore & Background

The narrative of OVO began unofficially in 2006 when Drake released his first mixtape, *Room for Improvement*, under the banner "All Things Fresh," which eventually morphed into "October's Very Own." The brand gained traction as Drake prominently featured the name in his music and merchandise. By 2012, the label formally signed its core production team: Boi-1da, T-Minus, and Mike Zombie. A major turning point occurred in April 2013 when PartyNextDoor became the first recording artist signed to the roster, followed by the Toronto duo Majid Jordan in August of that year. The story expanded internationally with iLoveMakonnen joining in 2014, though he departed in April 2016 to pursue solo interests with Warner. In a historic shift for the label's gender diversity, Dutch-Caribbean singer Naomi Sharon joined on January 20, 2023, becoming the first female artist signed to OVO.

In Their Own Story

The operational history of OVO Sound is marked by significant corporate shifts and strategic milestones. After being officially founded in 2009 following the success of *Take Care*, the label entered a five-year partnership with Warner Records, extended in 2017. While Drake's solo career ended his tenure with Young Money/Cash Money after *Scorpion* in 2018, OVO artists continued to distribute content through Warner until 2022. That year marked a pivotal change as the label became fully independent. The narrative took another turn on January 23, 2024, when Santa Anna Label Group announced an investment and partnership to handle distribution and provide new A&R talent. Meanwhile, the creative engine roared with the launch of OVO Sound Radio on Beats 1 in July 2015, hosted by Drake and El-Khatib, which debuted hits like "Hotline Bling" before ending in October 2018. This evolved into the 24-hour SiriusXM station "Sound 42" in March 2021, fulfilling a vision to recreate the shared listening experience of radio's golden age.

Reader's Guide

Navigating the OVO universe requires understanding its dual nature as both a record label and a cultural ecosystem. The roster is carefully curated, starting with foundational Canadian acts like Roy Woods (signed in 2015) and R&B duo Dvsn (joined in 2016), who released an EP and studio album respectively. The production team remains a critical pillar, featuring 40 himself alongside Nineteen85, Mike Zombie, and others. Beyond music, the guide extends to OVO Clothing, launched in 2011 with initial collaborations with Roots Canada. The brand expanded its physical presence starting with a Toronto store on December 6, 2014, followed by locations in Los Angeles, New York, Chicago, and Vancouver. Fans can also engage through OVO Fest, an annual event founded in 2010 that featured legends like Jay-Z and Eminem in its inaugural year. The festival went on hiatus after 2019 due to the pandemic but returned in 2022 with a Young Money reunion, with an announcement made in May 2025 for its summer 2025 return.

Did You Know?

• The label's roots trace back to 2006 under the unofficial name "All Things Fresh" before becoming OVO.
• Naomi Sharon, signed in January 2023, was the first female artist ever on the OVO roster.
• OVO Sound Radio premiered the hit single "Hotline Bling" on its initial airing on July 11, 2015.
• NHL Hall of Famer Wayne Gretzky modeled for the OVO Fall and Winter 2020 collection alongside Olympic gold medalist Ross Rebagliati.
• The first non-Canadian recording artist to sign with OVO was American producer Mike Zombie, preceding iLoveMakonnen.

Foundations and Corporate Evolution

October's Very Own Sound (OVO) was officially established in 2009 by Drake, Noah "40" Shebib, and Oliver El-Khatib. Its origins trace back to 2006 when Drake released *Room for Improvement* under the unofficial label "All Things Fresh." The entity operated as a subsidiary of Warner Music Group until 2022, after which it transitioned to an independent label status. A five-year partnership with Warner Records was extended in 2017. While Drake's solo contract with Republic Records through Young Money/Cash Money ended with his 2018 album *Scorpion*, artists signed directly to OVO Sound continued distribution through Warner until the 2022 split. In January 2024, a new chapter began when Santa Anna Label Group, a Sony Music subsidiary, announced an investment and partnership to manage distribution and provide A&R support.

Roster Development and Artistic Diversity

The label's signing history showcases a blend of local roots and global expansion. In-house producers Boi-1da, T-Minus, and Mike Zombie were signed upon the label's founding in 2012; notably, T-Minus and Mike Zombie were the only active signees from outside Canada at that time. PartyNextDoor was revealed as the first recording artist in April 2013, followed by Majid Jordan in August 2013. iLoveMakonnen joined in 2014 as the second non-Canadian signee after Mike Zombie but left in April 2016. Canadian artists Roy Woods and Dvsn joined in 2015 and 2016, respectively. Smiley was signed in 2021. A major milestone occurred on January 20, 2023, with the signing of Naomi Sharon, the first female artist on the label.

Media Ventures and Broadcast Influence

OVO Sound Radio debuted on Beats 1 on July 11, 2015, airing fortnightly on Saturdays and hosted by Drake and Oliver El-Khatib. The program was crucial for premiering singles like "Hotline Bling" and "One Dance." After concluding on October 27, 2018, the brand launched a new venture on March 4, 2021: Sound 42, a 24-hour SiriusXM station featuring the return of OVO Sound Radio. Drake noted in an interview that this partnership allowed them to reach audiences simultaneously, mirroring the excitement of past radio moments.

Fashion Empire and Cultural Collaborations

Launched in 2011, OVO Clothing began with collaborations between Roots Canada and OVO on parkas and jackets. By 2013, the brand partnered with the Toronto Raptors as Drake became their Global Ambassador. The line evolved into a full seasonal collection featuring varsity jackets, beanies, and tees. Retail expansion began with a downtown Toronto store opening on December 6, 2014, followed by Los Angeles (2015), New York (December 2016), Vancouver (December 2018), and Chicago (August 2019). Notable campaigns included Wayne Gretzky and Ross Rebagliati modeling for the Fall/Winter 2020 collection. OVO has collaborated with entities like Red Bull Racing, Air Jordan, Canada Goose, and FC Barcelona.