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Drake, more than anyone, understands that this will happen whether or not he wants, so why should everyone else have all the fun? He wants to play, too. It’s an act of devotion, and also undermining. Making a meme of a celebrity can be a way to sort through complex feelings of fandom. Transparency has always been Drake’s bailiwick, but this approach to content creation takes it past a place of emotional vulnerability and into an advanced space where an artist induces people to create their own narratives: The star is at the center, but not in control. “We were looking at playbacks, and he was like, ‘This is totally going to be a meme,’ ” Ms. Classical Music: 2021 was a year of reawakening for the art form, with performances that spoke meaningfully to the moment.ĭrake, of course, knew all of this would happen.Jazz Albums: Even the big-statement albums this year had a feeling of intense closeness.Pop Albums: Recordings with big feelings and room for catharsis made the most powerful connections.Best Songs: A posthumous political statement and a superstar’s 10-minute redo are among the 66 best tracks of 2021.They’re also relatable and a little bit goofy, another mechanism of approachability.įrom Lil Nas X to Mozart to Esperanza Spalding here is what we loved listening to this year.
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Instead, they’re concise, universal, more about implication than full expression. There’s also nothing contemporary about the moves - no dabbing, no whip, no hitting the quan. They’re small moves that he repeats - in essence, he’s making a GIF of himself, anticipating what will inevitably happen to him online.
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There’s also the nature of the dancing itself, which is also more or less blank: a series of slight shifts of weight, quick hand gestures, head bobbles and side-to-side steps. In part, that has to do with the unclutteredness of the video, which mostly surrounds Drake with blank space.
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It’s less a video than an open source code that easily allows Drake’s image and gestures to be rewritten, drawn over, repurposed. It’s important at its full length, but even more so in the screenshots and few-seconds-long GIFs that it’s designed to be broken down into. The “Hotline Bling” video is built exactly for that task. For fans, it’s about applying personalization to the object of adoration. For the celebrity, it’s about letting go of unilateral top-down narratives and letting the hive take control. Online, fandom isn’t merely an act of receiving - it’s one of interaction, recontextualization, disputed ownership and cheek. No celebrity understands the mechanisms of Internet obsession better than Drake. The “Hotline Bling” video is also the moment when Drake fully becomes a meme.
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The clip, directed by Director X, is both warm and slick, giving this song - part of the lo-fi catharsis segment of Drake’s catalog - the grand-scale sensation that thoughtfully minimalist approaches can trigger. Late Monday night, Drake released its video, mostly made up of long shots of him dancing in front of a plain background that’s constantly changing colors: mustard, lavender, baby blue, peach, chartreuse. This week, though, the Internet decided it wanted “Hotline Bling” back. Released in July on his label’s SoundCloud page following a premiere on Apple Music’s OVO Sound Radio, it felt like a casual throwaway, a breezy compatriot to “Charged Up,” his anti-Meek Mill song, which landed at the same time.Īnd yet “Hotline Bling,” a song about romantic disappointment and shortcomings, which moves at a slow shuffle, has become a surprise radio hit and is currently at No. In the beginning, Drake’s “Hotline Bling” was a pure child of the Internet.