The rapper released the spot for "Energy" on Apple Music early this week, a natural platform choice given that Drake appeared at the company's big tech summit in June. The single was featured on the 28-year-old's last surprise album, If You're Reading This It's Too Late.
Dealing with the negativity and pressure the former Degrassi star feels from the music industry, Drake raps that several big stars and opportunistic acquaintances are trying to "take his energy."
The video starts with Drake rapping to the camera, and then shifts gears and focuses on the singer parodying major moments in recent pop history. There's Oprah Winfrey on her talk show with Tom Cruise, Justin Bieber in his Calvin Klein ads and Miley Cyrus in the video for "Wrecking Ball." Other famous faces he spoofs include Kanye West and Kim Kardashian in the "Bound 2" video, U.S. President Barack Obama and O.J. Simpson's notorious car chase.
"It's shocking, It's beautiful, It's a lot of things," Drake said of the new clip when being interviewed by Apple Music's Beats 1 Radio. " I think it’s one of those moments where I really hit the nail on the head at that given moment... This treatment is something that I’ve had in my head for a while."
His inspiration for the spot apparently came from Michael Jackson's "Black or White" video from the early '90s.
“I was like, ‘Man, you know, effects have come such a long way. I bet we could do something crazy with this.’ And how many people in the world feel like they have enemies? Everywhere you go, there’s always someone who wants to pull you down and even celerity friends of mine or people that I don’t know. I want people to rewind it a bunch of times and go and tell someone else to watch it.”
In the lead up to the video's release, Drake featured many of the transformations on his Instagram feed, which caused a social sharing frenzy. As part of the debut, the singer also announced that he'll be working with Dr. Dre and Pharrell on a new radio program, OVO Sound Radio, on Apple Music's Beats 1. He's also set to headline his annual OVO Fest in Toronto at the Molson Ampitheatre on August 2 and 3.
Sarah Kelsey is a gal in the know who regularly appears on television and writes for a variety of outlets. Check out her work at sarahkelsey.ca, on Twitter @sarahkelsey, Instagram @sakelsey and Pinterest @sakelsey.