WATTBA is built upon lines - not verses, not bars, but lines - starting with the title, which I can confidently predict will be the most used Instagram'd caption of 2015. Drake and Future know that for their tape to be successful, for them to remain relevant in the constant nebulous and fickle internet conversation, they just need one line out of 11 tracks to be latched upon by the youth and imbibed with an intent and meaning it never really had in the first place. Here’s the secret behind their megasuccess: these two realise that their songs don’t necessarily need to possess a coherent narrative or even make sense. Their audience has a contemporary approach to language that means their lyrics are going to be broken down and disseminated as they see fit; paired with incongruous images, strange vines, and subtweets. Through mediums like Twitter, new denotations of phrases are born; see “Hotline Bling” which has spawned a thousand tweets, videos and Instagram posts. Many of these are done in semi-ironic fashion but that’s inconsequential; people are engaging with the material, sharing and spreading it. Meme is the dream.