Today [Friday, June 24] Billboard published an article that examined the humongous effect that music stars have had on the social media platform Instagram, and how the ‘Gram has tried to incorporate its services into artists’ marketing campaigns.

According to the report, the top three most viewed videos on Instagram for each month of 2016 all belong to music artists, with Taylor Swift and Justin Bieber regularly in the top 3. Posting videos, album artwork and other behind the scenes pictures have made the social media platform essential to the modern day music artist’s promotional campaigns.

The report also says that when Drake released his artwork for his latest chart-topping album, Views, the memes generated from that cover have generated 52 million views since April. His post also increased his followers by 13 percent, which translated to 3 million more followers.

Drake has owned 2016 so far, with his album topping the Billboard 200 chart for 7 straight weeks, and his single “One Dance” topping the Hot 100 for the 6th time already this year. And Drake’s success will surely continue this weekend at the BET Awards, where he is nominated for several awards, including Best Video for “Hotline Bling,” the Coca-Cola Viewers’ Choice award for the same song, Best Male Hip Hop Award, and Best Group Award where he is paired with Future.

Make sure you tune in for the awards this Sunday, June 26 and all the events happening on BET this weekend.