Drake’s New Video Is The Most Important Thing He’s Done In His Career
Drake is among the few Hip-Hop artists who can afford to make a million-dollar music video in 2018. One of the reigning cash kings of popular culture creates all forms of his art with strong intent and frequently does things on a grand level. In making the music video to the just-released “God’s Plan” #1 single, Drake was thinking about grandeur—but in the form of big and powerful gestures for others.
The OVO founder heads to Miami, Florida with a confirmed budget of $996,631.90. There, Drizzy uses the loot for random, but deliberate acts of kindness. Based on quick cuts in the video, this includes donating $50,000 to The Lotus House Women’s Shelter, a $20,000 gift to a local fire department, and providing a van to a youth center. In other parts, he hands a University Of Miami student $50,000, pays for customers’ groceries at random (after telling them that anything they want is on his tab), and takes others to Saks Fifth Avenue for a fashion makeover. The tone of the giving is celebratory for all parties. Drake wants everybody to catch his vibe.
Notably, while Drake spends close to a million dollars on others, he does so in a way that captures a larger theme. The singer/MC gets misty-eyed in giving thousands to a mother and son, who both react with tears of joy. The YMCMB superstar does not seem out to present himself as a hero, but let’s “God’s Plan” be a reminder to all of us that when times are good, share. When times are bad, the next person may help you. The video is inter-cut with wisdom from those in Miami who have far less than Drake, but know a thing or two about life, happiness, and the value of acts of love.
Drake joins Kendrick Lamar, Chance The Rapper, J. Cole, and other Hip-Hop leaders in this era who are making doing for others the norm, not the exception—especially from the genre’s biggest, most successful artists.
This incredible video is made by Director X and Karena Evans. “God’s Plan” is part of January’s Scary Hours two-song project (with “Diplomatic Immunity”). It’s produced by Boi-1da, Noah “40” Shebib, Yung Exclusive, and Cardo.