From vague and inane tweets from Kanye West, to Pusha-T's reported diss on the unreleased version of Pop Smoke's "Paranoia," the Canadian rapper has had plenty of opportunities to reignite the flames of beef from his past (and present). Eric Skelton He sounds above it allįor Drake's entire run at the upper echelon of rap, he's receiving subliminal messages and direct shots. Memes aren't as fun when they're planted by corporate machines. I'm sure this will all pay off for Drake, but part of me wishes it wasn't so obviously choreographed at this point. You can go ahead and make fun of the Certified Lover Boy album title on Twitter, but you should realize that's exactly what he wants you to do. Drake is thinking so much about internet jokes that he even invited Instagram comedian Druski to appear in the video. None of these moments do much to advance the storyline of the video, but they do make for great reaction GIFs. The "Laugh Now Cry Later" video is full of short vignettes that center around Drake popping out of pools, crying, and doubling over in exaggerated laughter. Now, he knows the formula works, so he's sticking to it. We've seen the marketing genius of Drake's dance moves in the "Hotline Bling" music video and the "tiny Drake" Views album cover, which each spawned countless memes. Jessica McKinney Drake still thinks about memes a lotīy now, it's fairly obvious that each of Drake's songs and videos are deliberately created to be used as source material for memes. Knowing Drake's history as a rabbid sports fan, this all feels intentional. Has Nike already cut him a check? The beat, which is anchored by a horn loop, would work well as entry music in an NBA promo video. The whole video was shot in and around the Nike headquarters, but the song itself also feels like something that was designed to become the soundtrack for an upcoming sports ad. NBA star Kevin Durant is seen swinging from a basketball hoop, while Drake and Durk don oversized Draft Day suits. The music video is basically a cinematic sports ad with cameos of NFL players Marshawn Lynch and Odell Beckham Jr. "Laugh Now Cry Later" is giving off serious sports ad energy. Jessica McKinney There’s heavy sports ad energy Everyone should be watching closely to see what Durk does next. In May, he received positive reviews for his fifth studio album, Just Cause Y’all Waited 2, which peaked at No. This year, in particular, has been really great for him. We want more of this! Nevertheless, this feels like an important moment for Durk, and he did his thing. The Chicago rapper slides in on the second verse with melodic bars about coming up in the trenches, seemingly taking a jab at 6ix9ine as he spits, "Can you not play that lil boy in the club? Cause we do not listen to rats." The only problem we have with Durk's part is that it's too short. Lil Durk's contribution deserves attention. Maybe he's been up in Toronto, conducting elaborate focus groups, and figured out this is actually the perfect single to release as America crawls its way out of a pandemic and most of us can't go out at night anyway. Drake might know exactly what he's doing. It'll undoubtedly make its way on all our playlists, but it certainly doesn't feel like the kind of explosive lead single that would stand out on Drake's resume a decade from now. It's a vibe, but not an obvious hit record. It's a mellow song with Lil Durk that patiently works its way to a mild conclusion. "Laugh Now Cry Later" isn't a by-the-numbers pop radio play or a hard-hitting club record. "Laugh Now Cry Later" is the real deal, so why doesn't it sound as big and exciting as some of Drake's past pre-album singles, like "Started From the Bottom" or "One Dance"? Unlike everything we heard on Dark Lane Demo Tapes, this isn't bonus material. In this context, the song comes across a little differently. Then his Instagram post went live: "'Laugh Now Cry Later' off my next studio album CERTIFIED LOVER BOY.” Oh. Maybe Drake cashed a nice sneaker check and used the opportunity to flex on a laid-back song with Lil Durk? So at first, it felt like another warmup to hold us over until it's time for the album. All we had to go on was a music video full of Nike swooshes and the song itself. It doesn’t have typical lead single energyįor about five minutes after it dropped, "Laugh Now Cry Later" was devoid of context.
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