Drake’s first full-length album in nearly three years, Views From The Six, is almost upon us – and after teasing fans with a cryptic 30-second trailer for the project earlier this month, he has now released his cover art.

The gloomy image, which was posted on Twitter earlier this morning, shows the rapper sitting on top of Toronto’s iconic CN Tower, in a nod to his Canadian upbringing. “To the city I love and the people in it,” the caption reads. “Thank you for everything.”

It’s an unusual choice for cover art, mainly because of its miserable lighting, microscopic detailing, and bland ‘stock photo’ aesthetic. That said, it’s also strikingly meme-able: which is a recurring theme in Drake’s work up to now. Given all the gifs that were spawned from the rapper’s similarly ‘bad’ video for “Hotline Bling”, it almost feels like this lo-fi look is a conscious decision from the star. Is he just playing us all? Could he actually be a genuine marketing mastermind?

If Twitter is anything to go by, then yes. The social media site is already awash with memes mocking the new Views cover, which isn’t bad going considering it’s only been up for a few hours. See below:

Views From The Six is currently set for release this Friday (April 29). Two singles from the record, The Throne collab “Pop Style” and Crazy Cousinz cover “One Dance”, are both available to stream now.