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Still, there’s a tension inherent in the video’s premise. Evans pays special attention to emotion: the shock and the weeping as Drake plays Santa, yes, but also the joys of dance, sing-alongs, and shopping. From there, the video casts its sanctifying gaze on a wide range of folks, mostly of color, including both men and women, children and the elderly. The monologue offers a taste of Miami personality, but it also hints at a message about money, race, and dignity. To start, we hear one man talk about being the same age as Denzel Washington, not having Denzel’s money, and still looking good and feeling fine. Those residents, now, are all over the “God’s Plan” video. In fact, Drake may be slyly addressing a seven-year-old callout by 2 Live Crew’s Uncle Luke against rappers who exploit Miami’s glam and ignore its average resident. Absent are clichés of yachts and strippers that have made Miami the ultimate music-video setting. Steadicam gives a feeling of vérité, while overhead crowd shots-involving, we see, a cherrypicker that Drake perches in-add grandeur. Director Karena Evans strikingly juxtaposes colorful and worn-down homes with the sleekness of high-end department stores and post-modern campus architecture. It is good-both in the moral sense and the aesthetic sense. The word “humanitainment” has been used to describe splashy celebrity-generosity efforts ranging from the Live 8 concert to David Beckham’s UNICEF work, and that term certainly seems to fit “God’s Plan.” It’s an act of grace, and it’s a show-one perfectly calibrated to currently popular attitudes around giving, stardom, and society. What is this video: goodhearted charity, pop promotional spectacle, or both? Both, making it part of a long history. The family members cover their eyes, and they hug. Star-struck thrill melts into a more tender emotion. Drake smiles and hands the family a wad of cash. One of the kids notices the rapper sitting next to her, and shrieks. In one moment, Drake sidles up to a family who’s sitting on a ledge. In it, the Toronto superstar distributes his million-dollar production budget to people around Miami-by telling all the shoppers in a Sabor Tropical Supermarket that everything on the shelves are free, by presenting a scholarship check to an unsuspecting student, by giving gift cards to women at a shelter, and more. 1 song in the country, bottles and elevates that Publishers Clearing House feeling. And you start wondering what that jumbo check could do for you.ĭrake’s new video for “God’s Plan,” the No. You feel gratitude for the Clearing House. As a viewer, you feel happy for the winner. But it’s when the money is actually presented, and the amount of the prize revealed, that the crying begins. When the “Prize Patrol” first knocks on a door, the sweepstakes winner might gasp and hesitantly smile at the cameras and the balloons, recognizing the familiar script they’ve suddenly been inserted into.
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As millions of people find their way to streaming platforms like Spotify, Apple Music, YouTube and others, there will surely be other smash hits that make it to 100 million streams in a week, but the first few to do so will be remembered as pioneers and important tracks.Dip into the strangely hypnotic film genre that documents the Publishers Clearing House delivering jumbo checks to people, and you begin to notice a pattern. In addition to helping those who received the funds, the many scenes of charity also benefitted Drake, as people couldn’t stop watching and sharing, and that helped push “God’s Plan” to previously unknown heights. Drake donates oversized checks to schools and women’s shelters, dances with students and even hands stacks of cash to families who are clearly fans of the musician. The clip begins by explaining to the audience that the rapper and his team were given almost $1 million for the visual treatment, and then it goes on to follow the star as he gives that sum away to many people who could use it. 1 thanks to a combination of previously unknown virality (when it comes to a piece of music being used by millions) and a change in Billboard’s charting methodology that included YouTube plays for the first time.ĭrake recently released the proper music video for his single, and the internet responded by playing it over and over. Baauer’s sole hit single “Harlem Shake” was used in hundreds of funny videos featuring groups of people dancing earlier this decade, and the song bolted to No. Both “God’s Plan” and “Harlem Shake” have viral videos to thank for their streaming success, though the two took different paths in reaching the 100 million-stream milestone.