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Key Takeaways:
- Drake premiered “What Did I Miss?” in a livestream filmed inside a Toronto ice warehouse.
- The observe consists of subliminal photographs that followers consider goal Kendrick Lamar and former collaborators.
- The marketing campaign for Drake’s upcoming LP — presumed to be titled Iceman — appears to be properly underway.
Drake has returned to the highlight with a brand new solo single, and he’s making it clear that previous wounds from his feud with Kendrick Lamar nonetheless linger. On Friday night time (July 5), the Toronto famous person unveiled “What Did I Miss?” in a shock livestream. Whereas the rollout leaned into icy aesthetics, the music’s material burns sizzling with pressure.
Backed by a stacked manufacturing workforce together with Tay Keith, OZ, London Cyr, and FNZ, the observe heard Drake reflecting on the aftermath of his high-profile lyrical battle with Lamar and focused the individuals he feels distanced themselves through the battle.
“Askin’ me, ‘How did it really feel?’ Can’t say it didn’t shock me,” Drake rapped. “Final time I regarded to my proper, you n**fuel was standing beside me, how can some individuals I like hold round p**sies who strive me?”
The jabs proceed within the second verse with a line that references Lamar’s star-studded Juneteenth live performance again in 2024: “I noticed bro went to ‘Pop Out’ with them, however been d**k-riding gang since ‘Headlines.’”
Although Drake did not explicitly establish anybody, followers on-line have speculated about potential targets. Attendees of “The Pop Out” included previous collaborators like YG, Mustard, and Ty Dolla Signal, main some to consider these traces may reference them. Others have floated The Weeknd and Rick Ross as potential topics, primarily based on their latest alignment with Lamar through the feud. For his or her elements, Rozay launched a diss observe titled “Champagne Moments,” whereas The Weeknd raised eyebrows on Future and Metro Boomin’s WE DON’T TRUST YOU and WE STILL DON’T TRUST YOU LPs.
Future, one other longtime Drake collaborator, hasn’t named his Canadian counterpart straight however did submit a cryptic tweet shortly after the observe’s launch: “Ima all the time select being an actual one over something…” Given the timing, many interpreted it as a refined response. Nonetheless, not one of the hypothesis has been confirmed, and Drake’s lyrics stay open to interpretation.
The aforementioned “Iceman Episode 1” doubled as each a music video and advertising spectacle. Filmed inside The Iceman, a small family-run ice warehouse in Toronto, the hourlong video included scenes of Drake performing in a walk-in freezer and driving a branded ice truck via the town. Followers noticed him mid-route, whereas telephone calls flooded the enterprise’s traces.
Jake Silva, who runs The Iceman together with his father, mentioned the chance got here all of a sudden. “I acquired a name, principally on Wednesday (July 2), they usually requested me if I’d be prepared to lend my office for a shoot… it simply grew from there,” he informed CTV Information. “I’m extremely appreciative that they had been prepared to highlight our small ice enterprise. It means lots.”
The rollout continues to gas hypothesis that Iceman is the title of Drake’s subsequent album. Although no launch date has been introduced, the coordinated branding — from the truck to the web site to his Instagram teases — makes it clear {that a} new period is underway.