The Toronto Ice Company, affectionately known as “The Iceman,” has experienced an unprecedented surge in business following a surprise livestream by global superstar Drake. The event, dubbed “Iceman Episode 1,” took place on July 5, 2025, and featured Drake driving the company’s delivery truck through the streets of Toronto while promoting his new single, “What Did I Miss?”.
The hour-long livestream kicked off at 9 p.m. on Friday from The Iceman’s warehouse at 782 Adelaide Street West in Toronto. Drake, a proud Toronto native, took the wheel of the company’s branded ice truck, cruising downtown while engaging with fans and hyping his upcoming album, “Iceman.”
Jake Silva, co-owner of The Iceman, described the immediate impact:
“I would say in the first half of the livestream, there were about 200 calls that came in.”
The collaboration came together with lightning speed—Silva received a call from Drake’s team two days earlier, on July 2, 2025, asking to use the warehouse for the shoot.
“They were very respectful of the fact that we were still running the business while this whole thing was taking place,”
Silva added, praising the professionalism of Drake’s crew.
Founded in 1987 by John Silva, The Iceman has been a family-run operation for over four decades. Jake Silva, who joined his father in 2011, is the company’s Financial Controller and co-owner. The business specializes in delivering ice, dry ice, ice machines, and custom ice solutions across the Greater Toronto.
During the live stream, The Iceman’s phone number—prominently displayed on the truck—triggered a flood of calls.
“It was pretty crazy,” Silva recalled. “People from all over North America started calling us. My father’s phone started blowing up from many of our customers.”
The exposure didn’t stop there—the company’s logo appeared on billboards at Sankofa Square (formerly Yonge-Dundas Square). Drake’s Instagram fans began clamoring for The Iceman to release branded merchandise.
The livestream has sparked what Silva calls “exponential growth” for the company. Beyond the initial 200 calls during the event, inquiries have continued to pour in from across the continent, far exceeding the company’s typical volume. Silva welcomed the attention, noting it’s “great awareness” for their brand.
The collaboration wasn’t a complete surprise. Silva revealed that hints of Drake’s “Iceman” project had been circulating for some time.
“I have a few friends, close friends, that have worked with Drake’s team before in the past, and there have been hints for a while that he was working on some sort of project that bears the name, or some affiliation with the name Iceman,”
He explained.
This partnership has proven mutually beneficial. While The Iceman gained massive exposure, Drake’s single “What Did I Miss?” soared to number one on Spotify and Apple Music charts shortly after the livestream. The event underscores how major artists can leverage authentic local ties to amplify their campaigns while uplifting small businesses.
Silva expressed gratitude for the collaboration, calling it “incredibly appreciative” and meaningful for their small business. The partnership between Drake and The Iceman highlights how creative marketing can unlock exponential growth for local companies when paired with a global star’s influence.
