Drake's New Video Lacks The Energy

Drake's New Video Lacks The Energy

WITH A CORPORATE SPONSER AND ONE OF THE HOTTEST TRACK'S OF 2015, HOW DID DRAKE MANAGE TO DEBUT A DUD?

WITH A CORPORATE SPONSER AND ONE OF THE HOTTEST TRACK'S OF 2015, HOW DID DRAKE MANAGE TO DEBUT A DUD?

Text: Ian David Monroe

There’s no denying that Drake has a way with hits—despite being a total surprise, his last album debuted at No. 1 on the Billboard charts—but his just released video for “Energy” is a miss. The Apple Music exclusive sees the Canadian rapper taking the forms of pop culture’s most notable personas: Miley Cyrus in her “Wrecking Ball” video, Justin Bieber in his Calvin Klein commercial, Toronto mayor Rob Ford in a back alley, Tom Cruise and Oprah, Obama, and so on. The catch is these aren’t prosthetics or face make-up; Drake’s face has been CGI’d onto other peoples’ bodies.

It’s a film clearly meant to go viral to undoubtedly boost Apple Music’s standing in the ever-thickening race with Spotify and Tidal for streamed content market domination. However, the video is uncomfortable to watch. It’s hard to tell at times whether you’re looking at a superimposed face of Drake or not, and when you’re sure it’s him it only warrants an awkward laugh—like your friend’s joke falling flat. The dig at Justin Bieber stuffing his undies was probably lifted from a YouTube comment, but the video’s real inspiration was the changing faces in Michael Jackson’s “Black and White” video. “I was like, Man, you know, effects have come such a long way. I bet we could do something crazy with this,’” Drake told Beats 1’s Zane Lowe upon the flick’s release.

The problem with that “something crazy” is that it doesn’t make any sense given the track’s narrative, which, according to the community at Genius.com, “deals with how people don’t want to see Drake prosper and attempt to drag him down. To their surprise, Drake won’t budge.” Is Miley Cyrus Drake’s enemy? Lebron? Surely not Obama.

So, while music industry power players and tech giants battle it out with “exclusives,” I’ll just go back to listening to “Just A Girl” by No Doubt on Spotify.

UP NEXT

Nice Ads: Saint Laurent Surf Sound