Even the transparency, the willingness to divulge his video budget down to the last cent - even that feels radical in the context of a music industry that keeps its secrets closely guarded. He’s a rap game Robin Hood, taking money from his label and throwing it gleefully into crowds whose lives it could truly change. She did snap up a Valentino handbag, a white gold necklace and a handful of gifts for relatives, but ultimately the article’s conclusion reminds us all that, after her magical day is over, she’ll have to be up again in three hours for work.īy actually stepping up and using his budget to bring hyper-expensive gifts-and, in many cases, genuine investments-to those unable to access them, Drake is doing more than most to help those who need it. The story of Odelie Parnet, a 63-year-old maid in a five-star hotel, has been making waves online a recent VIBE article reveals that Parnet was whisked away, booked in for a massage, an extravagant meal and a shopping spree in Saks Fifth Avenue.Īlthough wholly positive in tone, the article does highlight a few minor issues: the ludicrously tiny designer clothes on offer, for example, didn’t fit her, whereas she also had no need for heels so instead opted for a pair of comfortable flats. Of course, there is the argument to be made that Drake treated some to shopping sprees and others to actual investments. Basically, the city’s wealthiest residents are barely ever in it. Meanwhile, their white counterparts earn significantly more-around $10,000-than the national average per year, whereas recent reports have revealed the city as a playground for the mega-rich. According to a profile collated by CFED as part of the Racial Wealth Divide Initiative, people of color in Miami earn significantly lower than in other states across the United States, whereas their rates of unemployment are higher. James’s story is particularly commonplace in Miami, a city whose class divide is disproportionately driven by race. On "God’s Plan", he simply says he’s tired of it: “I been movin’ calm, don’t start no trouble with me / Tryna keep it peaceful is a struggle for me.” Countless musicians have fired shots at him. The goofy memes and dad-dancing may make him seem endearing and low-key corny, but Drake has been an easy target for rap beef over the years. It’s easy to read into the lyrics and their religious overtones- The Fader recently did, publishing an excellent piece with quotes from five religious leaders-but the song is, first and foremost, about rising above pettiness. Instead, this is an example of an artist putting his-well, his label’s-money where his mouth is.ĭrake’s grandiose display of generosity also makes sense in the context of "God’s Plan". This isn’t a case of an artist making a superficial statement to make themselves look better. Half-baked political statements, disingenuous solidarity and the use of minority groups as props have all been rightly criticized, as have attempts to profit from tragedy. It is worth being critical, especially given the music industry’s recent trend of #woke-washing. Hot 97’s Peter Rosenberg certainly took this view, asking: “Isn’t it a little bit cheap to use those emotions of, ‘Look at this person in need getting something good,’ and transfer those emotions onto yourself? I don’t know the last time I saw a four-minute montage of ‘Look at all the nice things I do."
It’s exceedingly simple to accuse Drake of being self-serving, to argue that the most genuine charitable gestures are made off-camera. The visuals are undeniably joyous, but it is easy to be cynical. It’s a video guaranteed to make even the most cynical among us smile, laugh, maybe even shed a tear. Drake beams throughout the entire video he swells with pride as tearful fans wrap themselves around him and blink in disbelief at the gifts they’ve just received.
Some were treated to supermarket shopping sprees, wads of cash and free luxury cars, whereas a cherry-picked selection of shelters, charities and support groups were presented with those comically huge checks we only ever see on-screen. There were no love interests, no elaborate storylines and no special effects instead, the beautifully-lensed clip, directed by Karena Evans, followed the star around Miami while he gave away his label’s $999,631.90 budget to those in need. Last week, Drake made global headlines with his unexpected video for "God’s Plan".