OVO Sound
A Toronto-based independent record label founded by Drake, Noah "40" Shebib, and Oliver El-Khatib.
Last updated October 22, 2026
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Overview
OVO Sound, short for October's Very Own, is a Toronto-based record label and entertainment brand associated with rapper Drake, producer Noah "40" Shebib, and manager Oliver El-Khatib. Its roots reach back to Drake's early independent music activity and the October's Very Own identity that developed around his career. The label was formally established in 2009, following the rising commercial profile of Drake and his collaborators, and became a prominent platform for Toronto-centered hip-hop and contemporary R&B. The label's business has centered on artist signing, recorded-music releases, producer development, radio and audio programming, live events, and brand partnerships. Its roster has included PARTYNEXTDOOR, Majid Jordan, Roy Woods, dvsn, Baka Not Nice, Popcaan, Smiley, Naomi Sharon, ILoveMakonnen, OB O'Brien, and other affiliated artists. OVO also developed an in-house production network featuring 40, Boi-1da, T-Minus, Nineteen85, and Mike Zombie. Rather than functioning only as a conventional label, OVO has used Drake's global profile and Toronto identity to connect music releases with fashion, sports, radio, and cultural events. For much of its early commercial history, OVO operated through a partnership with Warner Music Group and Warner Records. The arrangement supported distribution and international reach for OVO-affiliated artists while Drake's own artist agreements remained separately connected to Young Money, Cash Money, and Republic Records. Warner's partnership with OVO was extended in 2017. According to the label's documented history, OVO became independent from Warner in 2022. OVO's public-facing ecosystem includes OVO Sound Radio, originally broadcast on Apple's Beats 1, and the later SiriusXM station Sound 42. These platforms gave Drake and El-Khatib a way to premiere music, showcase affiliated artists, and curate material from Toronto and international scenes. The label also maintains a close relationship with OVO Clothing, a fashion business that began with merchandise and collaborations before expanding into seasonal collections and branded retail stores in Canada and the United States. The OVO brand is also associated with OVO Fest, a Toronto music festival founded in 2010 by Drake, 40, and El-Khatib. The festival has combined OVO-affiliated performers with high-profile guest artists and has helped position Toronto as a central part of the label's identity. After its regular run was interrupted following 2019, the event returned in the form of October World Weekend in 2022, and Drake announced a return to an annual summer format in 2025. OVO's positioning is built around polished hip-hop and R&B, selective artist development, Toronto cultural identity, and cross-category brand building. Its influence derives not only from the commercial performance of Drake and affiliated artists, but also from the label's ability to coordinate music, fashion, sports collaborations, radio programming, and live entertainment under a recognizable owl-themed identity.
History
OVO Sound developed from the October's Very Own identity associated with Drake's early career. Drake's first official mixtape, Room for Improvement, was released in 2006 under the informal All Things Fresh name, which later evolved into the October's Very Own concept. Drake promoted the identity through recordings, performances, merchandise, and repeated references in his music, gradually turning it into a recognizable cultural mark. The formal label was founded in 2009 by Drake, producer Noah "40" Shebib, and manager Oliver El-Khatib. Its emergence coincided with Drake's expanding commercial profile and the success of the creative partnership among the three founders. OVO's early model combined Drake's artist platform with a producer-centered approach and a strong Toronto identity. The founders brought producers including Boi-1da, T-Minus, and Mike Zombie into the label's wider creative network, helping establish a recognizable atmospheric hip-hop and R&B sound. OVO's first major artist development phase began in 2013. The label signed PARTYNEXTDOOR, who became one of its most prominent R&B artists, and subsequently added the Toronto duo Majid Jordan. In 2014, OVO expanded its roster with ILoveMakonnen and OB O'Brien. ILoveMakonnen was notable as the label's first non-Canadian recording artist in the cited account, although the broader producer network also included non-Canadian participants. Makonnen later departed in 2016 to pursue his career as a solo artist with Warner. The roster continued to grow during the middle of the 2010s. Roy Woods joined in 2015, while dvsn, consisting of singer Daniel Daley and producer Nineteen85, joined in 2016. Each act released projects through the OVO ecosystem, reinforcing the label's role in Toronto's modern hip-hop and R&B scene. Baka Not Nice, Popcaan, and other affiliated performers further broadened the label's musical reach. Canadian rapper Smiley joined in 2021, and Dutch-Caribbean singer Naomi Sharon joined in 2023. For its principal period of commercial expansion, OVO worked through a partnership with Warner Music Group and Warner Records. A five-year partnership was reported during the label's growth and was extended in 2017. This structure enabled Warner to distribute releases by OVO-affiliated artists while Drake's own recording arrangements remained distinct, including his relationships with Young Money, Cash Money, and Republic Records. Drake's 2018 album Scorpion was identified as his final project under Young Money and Cash Money in the cited material. OVO's Warner relationship ended as the label moved to independence in 2022. Broadcasting became an important part of OVO's identity. OVO Sound Radio began on Beats 1 in July 2015 and was hosted by Drake and El-Khatib. The program was known for introducing new music and premiering Drake recordings, including Hotline Bling and One Dance. It ended in October 2018. In March 2021, Drake announced Sound 42, a 24-hour SiriusXM station that brought back the OVO Sound Radio concept and extended the label's reach through satellite and digital audio. OVO also expanded beyond recorded music. OVO Fest, founded in 2010 by Drake, 40, and El-Khatib, became a recurring Toronto event combining OVO artists with major guest performers. The inaugural festival included Jay-Z and Eminem, and later editions featured artists such as Stevie Wonder, Lil Wayne, Nas, Kanye West, and Lauryn Hill. The festival was placed on hiatus after 2019 in the context of the COVID-19 pandemic. It returned through October World Weekend in 2022, including a Young Money reunion, before Drake announced a return to an annual summer event in 2025. The OVO Clothing business began in 2011 and initially relied on collaborations, including work with Roots Canada. It later developed into a seasonal apparel line with shirts, sweatshirts, jackets, hats, knitwear, and other merchandise. The first dedicated Toronto store opened in December 2014, followed by stores in Los Angeles in 2015, New York in 2016, Vancouver in 2018, and Chicago in 2019. OVO has also worked with sports organizations, fashion companies, and other cultural partners. In 2020, Wayne Gretzky and Ross Rebagliati were featured in the fall and winter clothing campaign. In January 2024, Santa Anna Label Group, a Sony Music subsidiary, announced an investment and partnership with OVO Sound. The arrangement was described as providing distribution as well as new and existing A&R resources. This partnership marked a new distribution phase after OVO's independence from Warner while preserving the label's separate identity and founder-led positioning.
- 2025
OVO Fest annual return announced
[1]Drake announced the return of OVO Fest in an annual summer format.
- 2024
Santa Anna Label Group partnership
[1]Santa Anna Label Group announced an investment and distribution and A&R partnership with OVO Sound.
- 2023
Naomi Sharon signs with OVO
[1]OVO announced the signing of Dutch-Caribbean singer Naomi Sharon.
- 2022
OVO becomes independent from Warner
[1]The label's documented partnership with Warner Music Group ended, and OVO moved to an independent operating model.
- 2021
Sound 42 debuts on SiriusXM
[1]OVO introduced Sound 42, a SiriusXM channel that incorporated the return of OVO Sound Radio.
- 2018
OVO Sound Radio ends on Beats 1
[1]The original Beats 1 version of OVO Sound Radio ended in October.
- 2016
dvsn joins the roster
[1]The R&B duo dvsn, comprising Daniel Daley and Nineteen85, joined OVO Sound.
- 2015
OVO Sound Radio launches
[1]The label began its Beats 1 radio program, hosted by Drake and Oliver El-Khatib.
- 2015
Roy Woods joins OVO
[1]Canadian artist Roy Woods joined the label and released music through its platform.
- 2014
Roster expands internationally
[1]ILoveMakonnen and OB O'Brien joined the label, broadening OVO's artist network beyond its original Toronto base.
Products and positioning
A Toronto-rooted hip-hop and R&B label and lifestyle brand emphasizing artist development, high-profile collaborations, curated music discovery, and links between music, fashion, sports, and live culture.
Recordings · 2009
OVO-affiliated recorded music
The label's principal offering is recorded music released by its artists and affiliated producers. Its catalog is associated especially with contemporary hip-hop, alternative R&B, melodic rap, and Toronto-centered production. Major affiliated acts have included PARTYNEXTDOOR, Majid Jordan, Roy Woods, dvsn, Popcaan, Baka Not Nice, Smiley, and Naomi Sharon.
Radio programming · 2015
OVO Sound Radio
OVO Sound Radio was a curated music program hosted by Drake and Oliver El-Khatib. It aired on Beats 1 beginning in 2015 and was used to premiere music, introduce emerging artists, and connect OVO's label identity with a broader international audience.
Radio programming · 2021
Sound 42
Sound 42 is a SiriusXM audio channel associated with Drake and OVO. Announced in 2021, it provided a 24-hour platform and incorporated the return of the OVO Sound Radio concept, extending OVO's curated music model beyond its earlier Beats 1 program.
Music festival · 2010
OVO Fest
OVO Fest is a Toronto music festival founded by the label's three principals. It combines OVO-affiliated acts with major guest performers and has featured artists including Jay-Z, Eminem, Stevie Wonder, Lil Wayne, Nas, Kanye West, and Lauryn Hill. The event is a major expression of OVO's connection to Toronto.
Apparel and merchandise · 2011
OVO Clothing
OVO Clothing is the brand's apparel and merchandise business. Its seasonal collections have included T-shirts, sweatshirts, varsity jackets, parkas, track jackets, jerseys, baseball caps, beanies, and other streetwear. The business grew from collaborations into dedicated retail locations in Toronto, Los Angeles, New York, Vancouver, and Chicago.
Controversies
2026
Songwriter files copyright lawsuit over “Janice STFU” chorus
Songwriter Aviel Calev Hirschfield filed a copyright lawsuit against OVO Sound, UMG Recordings, and Universal Music Publishing, alleging that the chorus of Drake's “Janice STFU” was taken from a demo he wrote. The defendants are named in the complaint. The filing is an allegation and does not constitute a determination that infringement occurred.
2020
OVO sues Bellroy over owl logo
October's Very Own (OVO) filed a lawsuit against Bellroy, alleging that Bellroy changed its owl logo to resemble OVO's and that its footwear products benefit from the resemblance. OVO is seeking an injunction against Bellroy and Clae and a share of profits from the collaboration.
Marketing campaigns
- 2022October World Weekend
Canada · Global audience
OVO's festival activity returned after the pandemic-era hiatus through October World Weekend, which included a Young Money reunion.
Outcome. The event re-established OVO's live-event presence before the later announcement of an annual festival return.
- 2020OVO Clothing Fall/Winter campaign
Canada · United States
Wayne Gretzky and Canadian Olympic snowboarder Ross Rebagliati were featured in OVO Clothing's Fall/Winter 2020 presentation.
Outcome. The campaign connected the apparel line with notable Canadian sports figures.
- 2013Toronto Raptors collaboration
Canada · United States
OVO collaborated with the Toronto Raptors around Drake's role as the team's global ambassador, connecting the label and clothing brand to professional basketball.
Outcome. The collaboration strengthened OVO's sports and Toronto-culture positioning.
- 2011OVO Clothing launch
Canada · United States
OVO began developing apparel through merchandise and collaborations, initially including a series with Roots Canada.
Outcome. The merchandise operation developed into a standalone seasonal clothing business and retail network.
- 2010OVO Fest
Canada · Global audience
OVO Fest established a live-event platform in Toronto, pairing OVO's identity with high-profile guest performances and helping promote the label's artists and hometown positioning.
Outcome. The festival became an established Toronto music event and a recurring promotional platform for OVO.
Brand decisions
2024
Partnership with Santa Anna Label GroupM&ABackground
Following its move away from Warner, OVO required a new distribution and support arrangement for its label operations.
Action taken
Santa Anna Label Group announced an investment and partnership covering distribution and additional new and existing A&R resources.
Aftermath
The arrangement provided OVO with a new distribution relationship while retaining the OVO identity and founder-led structure.
2022
Transition to an independent labelStrategyBackground
OVO had operated for years through a distribution and partnership arrangement with Warner Music Group.
Action taken
OVO ended the documented Warner relationship and operated independently.
Aftermath
The label later entered a distribution, investment, and A&R partnership with Santa Anna Label Group.
2015
Launch of OVO Sound RadioProduct launchBackground
OVO sought a direct channel for music discovery, premieres, and label curation.
Action taken
The label launched a regularly scheduled program on Apple's Beats 1, hosted by Drake and Oliver El-Khatib.
Aftermath
The program became known for music premieres and ran until October 2018.
2009
Formal creation of the OVO Sound labelStrategyBackground
The October's Very Own identity had grown from Drake's early music activity and public promotion.
Action taken
Drake, Noah "40" Shebib, and Oliver El-Khatib formalized OVO Sound as a record label.
Aftermath
The label became a platform for artist signings, producer development, and later expansion into radio, fashion, and live events.
Recent events
- Unconfirmed
Songwriter sues over alleged use of demo in “Janice STFU”[4]
Reported:
Songwriter Aviel Calev Hirschfield is suing Drake, OVO Sound, and Universal Music Group, alleging that the hook on “Janice STFU” is practically identical to a demo he sent Drake’s producers and that he received no credit or compensation.
Songwriter files copyright lawsuit over “Janice STFU” chorus[3]
Reported:
Songwriter Aviel Calev Hirschfield sued OVO Sound, UMG Recordings, and Universal Music Publishing, alleging that the chorus of Drake’s “Janice STFU” came from a demo he wrote. The article reports that the defendants are named in the complaint; the allegation is not a determination of infringement.
- Unconfirmed
OVO sues Bellroy over owl logo[5]
Reported:
October's Very Own (OVO) filed a lawsuit against Bellroy, alleging that Bellroy changed its owl logo to resemble OVO’s and that its footwear products benefit from the resemblance. OVO is seeking an injunction against Bellroy and Clae and a share of profits from the collaboration.
Sources5 sources
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