The Apple Music deal. The clothing line. The Jordan partnership. And the biggest artist in the world. In a rare shoot and interview, Oliver. Drake made OVO Sound an institution with Noah 40Shebib and Oliver El-Khatib, making music, clothes, and culture in Toronto. OVO Sound is a Toronto-based Canadian record label founded by hip hop artist Drake, Oliver El-Khatib, and long-time producer Noah "40" Shebib in Parent company : Warner Bros. Records.