Canadian rapper Drake gave Bitcoin a high-profile cultural plug with the surprise release of his single “What Did I Miss” on 5 July. Debuting the track during a YouTube livestream, the artist compares shifting personal loyalties to the cryptocurrency’s price swings, rapping: “I look at this sh*t like a BTC. Could be down this week, then I’m up next week.” The mention marks one of the most prominent shout-outs for the 16-year-old digital asset by a mainstream musician and comes as Drake continues to weave crypto into his public persona. The Toronto native has an endorsement deal with crypto-gambling site Stake and, according to his own social-media posts, wagered more than US$1 million worth of Bitcoin on major 2024 sporting events. While the lyric does not signal a formal investment or partnership, industry observers say such references can broaden Bitcoin’s reach beyond financial circles and into entertainment, potentially influencing retail interest. The song is Drake’s first release since his widely publicised 2024 feud with Kendrick Lamar and will feature on an upcoming project whose details have not yet been announced.