Marketing

Drake gives away nearly $1m for his new music video


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How to follow up the success of a video where the highlight was your dad-dancing on a flight of stairs? For Drake, the answer is giving away $996,631.90 to strangers.

That’s the clever premise of the video for ‘God’s Plan’ – already a big global hit thanks to the streaming services – which sees Drake wandering the streets of Miami giving money away to all and sundry, complete with a ‘Don’t tell the label’ joke at the start.

Free groceries, cheques to cover student scholarships, donations to women’s shelters and more. Two days in, the 16.4m YouTube views of the video might not cover that budget yet, but it’s a good example of a music video designed to function as its own news moment, bolstering the story around a song that’s already got 218.4m streams on Spotify – and 60m more in its first week alone on Apple Music.

Few artists are getting million-dollar music-video budgets in 2018, mind, but it’s a clever treatment for those that do. We’re certain the label won’t mind anyway.

Stuart Dredge

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