Today, Drake released the long-awaited video to Hotling Bling, arguebly one of the biggest songs of the year full stop, let alone in rap. The song, which is now predicted to top the Billboard 100 (it’s currently at number 2), is just one of many career-defining moments of 2015 for the Canadian rapper. After the overwhelming reception to If You’re Reading This It’s Too Late, followed by one of the most anticpated mixtapes of the year via What A Time To Be Alive, all topped off by his involvement in the most high-brow rap beef in a long time with Meek Mill, in which Drake was clearly deemed the winner, 2015 was undoubtedly Drizzy’s year.
You have to think back to what’s happened this year in hip-hop to realise exactly what Drake has stayed paramount over. Kendrick Lamar released To Pimp A Butterfly, JAY Z endeavoured in a music streaming service, Young Thug was supposedly involved with the shooting of Lil Wayne’s tourbus after his and Birdman’s YMCMB empire come crashing down, Tyler, The Creator got himself banned from Australia and England, Fetty Wap refused to be known as anything but Mr 2015, Wiz Khalifa broke streaming records, we had stellar releases from just about every relevant rapper (Tyler, The Creator, ASAP Rocky, Earl Sweatshirt, Chance The Rapper, Mac Miller, The Game, Action Bronson, Jay Rock, Travi$ Scott, Fetty Wap), and of course Kanye West teased us all year with new material. But, with all that’s happened in 2015, Drake is the only one we’ve been talking about 24/7 since January.
Just some of the articles I’ve written on Drake this year. (Click to view)
Now I wasn’t the hugest fan of either of Drizzy’s releases this year, but that should say a lot that I’m still talking about him, that he’s still the go-to rapper to discuss, and I know I’m not the only one who feels this way. I could bang on about the way Drake has written off Meek Mill for the foreseeable future; how Drizzy’s expertly timed releases have continued to boost him up the rap chain, but it’s this recently released video that shows exactly why he’s the most intelligent rapper out there at the moment, why it sets him apart from the rest, and why at the moment, he’s the hottest rapper in the game.
Hotline Bling is a pretty standard music video in all fairness. Cheesy in some places, and a bit plain or obvious in others. But it is absolutly expertly crafted; a beautifully meme-worthy 3-4 minutes. And as we have already seen in one day; the internet has exploded in jest, as well as oppositional support. It’s created so much of a talking point and discussion- Complex reports about his cheap $90 sneakerboots, Spanish salsa music is dubbed over the top, iTunes-ad style posters appear, the internet is awash with Drake, both seriously and sarcastically, and that’s exactly what Drake meant it to do. You think the way he dances is to seem suave? No, it’s to tap into his ‘only Drake‘/’What a Drake thing to do’ image- men the world over fuck with him, women the world over want to fuck him. Once again, the world is talking about the hottest rapper in the game.