Canadian rapper Drake and Dancehall artist Popcaan’s OVO/Unruly duo have teamed up again, but this time to bring sneakers to market. Naturally, Popcaan has the effort’s companion soundtrack, titled Cartier Skeletonwhich debuted on Friday.

On Thursday March 3, Drake released his first signature shoe, the NOCTA x Nike Hot Step Air Terra. The sneaker is the brainchild of Drake’s Nike NOCTA sub-line and features a retro-inspired silhouette that’s been updated with premium leather, iridescent accents and sturdy G-Tek soles. The NOCTA label is the only Nike sub-brand created for a musician – similar to Nike’s Jordan brand or Adidas’ Yeezy label with Kanye West (the latter gets a direct competitor as NOCTA launches its first sneaker).

As we previously reported, Drake enlisted Popcaan and Skillibeng for a campaign to promote the new line, which featured the two Dancehall stars in their native Jamaica. We now have a new campaign song, produced by British DJ trio FaNaTix and released via OVO Sound. Watch the official viewer above.

Cartier Skeleton is also supposed to be a taste of what’s to come on Popcaan’s next album, Big is it.

“Skeleton Cartier said dem seh mi richest dan last year / Fresh Louis V Fresh Nike Air
Gyal ah say Mi skin pretty dan a bike flair / Some ah mi dog gone dem fi deh here / Big up di dawg Bramma fry it do nine / Some bwoy ah say they don’t love me like I m ‘care about it Dem nuh see seh man ah dancehall pioneer,’ spits the Unruly Boss in the track’s hook.

Popcan

Speaking to Rolling Stone, Popcaan, whose first name is Andrae Sutherland, said Drake laid the groundwork for other international rappers to be encouraged to collaborate with Jamaican artists.

“Drake makes a lot of rappers want to get more involved in Jamaica,” Popcaan said. “When he goes there, it’s proof, it’s a stamp.”

The two, who have had a working relationship for nearly seven years, have previously collaborated on Control (which has not been officially released), Turn and turn and All that I need (outside Popcaan FIXTAPE album). In his interview with Rolling Stone, Popcaan praised Drake for helping him maximize his potential.

“When I’m on the road with Drake, it’s a totally different experience. […] It motivates me just to be in the stadium and watch a performance by Drizzy. He’s just inspiring.

For music lovers and fans, dancehall and hip hop may be parallel genres, but for the All is well deejay, they go together, which he says strengthens the relationship between him and Drake.

“Dancehall and hip-hop are the same thing. It’s just a different country, a different time zone. We broadcast the same message,” he again told RollingStone.

In the same breath he says Cartier Skeleton is also a testament to his journey to success and a tribute to the less fortunate youth of St. Thomas, where he grew up.

“Where I’m from, a lot of young people can’t even afford a bike, let alone a Cartier.”

“When I was doing [Forever] I was going through a lot personally,” he added.

While working on his next album, Big is it, Poppy will again comment on societal difficulties. “This time it’s the same thing. And you also have the pandemic, which is a whole other madness, so all of those things are in the music as well.