In September 2026, Canadian artist Drake released a music video featuring an emo-goth transformation facilitated by OnlyFans model and streamer Pinkchyu. The video, part of his project titled "Fear of Missing Out" (FOMO), quickly went viral and sparked widespread discussion across social media platforms. The backstory of Drake’s interaction with Pinkchyu was linked to an internet dating show launched earlier that month, although many observers believe the entire narrative was a coordinated promotional stunt.
Beyond the music and viral content, a significant element underlying this phenomenon has been drawn to the involvement of Stake, an Australian online casino registered in Curaçao. Established in 2017, Stake has gained notoriety for its aggressive digital marketing tactics, including paying social media accounts to appropriate already viral memes and images to feature its branding. The company has cultivated a controversial reputation within the online gambling and streaming communities.
Since 2022, Stake has become widely known for financing Kick, a livestreaming platform positioned as a challenger to Twitch. Kick’s content often features provocative personalities such as Braden Peters, known online as Clavioru; Adin Ross, a streamer and right-wing commentator popular with younger, internet-savvy audiences; and ChudTheBuilder, who has drawn attention for using offensive language during broadcasts. Stake's financial backing has enabled these figures to maintain a substantial presence, particularly in gambling-related streams.
Drake’s recent collaborations and promotional efforts have intersected with this ecosystem, blending music, social media, and online gambling culture. The convergence illustrates how aggressive digital marketing strategies and controversial personalities play significant roles in shaping media narratives and audience engagement in the contemporary entertainment landscape.