Drizzy, commonly known as Toronto-born rapper Drake, has OTA member Erb Transport to thank for a publicity campaign to promote his upcoming Iceman album.
Erb Group transported more than 430,000 pounds of ice overnight from Hensall, Ont., to Toronto for the promo stunt.
Hundreds of fans showed up to watch the ice blocks, weighing 285 lb. each, assembled into a tower with the album’s release date hidden inside. Erb reports that operations began April 19, with ice shipped from Huron County to Toronto under challenging spring conditions, including rain and fluctuating temperatures ranging from 7C to -2 C. The tight timelines meant shipments had to arrive in sequence, with no delays or idle time on site.
The project required 12 loads — with each skid totaling 2,280 lb. — using six trucks and a team of six drivers, each completing multiple runs to meet tight delivery windows, allowing the production team to begin assembling the installation immediately.
“People see the final result, but not the logistics behind it,” Erb stated in the release. “Moving more than 430,000 pounds of ice overnight required precise coordination across our transportation, cross-docking and cold storage operations. Everything had to arrive on time and in sequence. Projects like this show how logistics works behind the scenes to support cultural moments like this.”
One of the hip-hop legenda’s best hits is titled Ice Melts.
Not this time – thanks to Erb.