The budget for this video was $996,631.90. We gave it all away. Don’t tell the label…
These simple words provide an apt introduction to Drake’s new “God’s Plan” video, directed by visual icon Director X and Karena Evans. Released amidst a week of recent viral stories about Drake’s many charitable donations around the city of Miami, it is sure to resonate with people around the globe, as Drake travels joyfully around the city, giving away unexpected sums of cash to those that really need it. In one scene, he provides a young student with a $50,000 scholarship for the University of Miami. In other scenes, he buys groceries for everyone in a local supermarket, hands a needy family a huge wad of cash, gifts some cars and donates to a women’s shelter.
The song is punctuated by reflective moments, as Drake acknowledges those who helped him to achieve his success and also those who continually plot for his downfall:
I don’t wanna die for them to miss me
Yes, I see the things that they wishin’ on me
Hope I got some brothers that outlive me
They gon’ tell the story, shit was different with me
The implied messages here are that Drake understands that he is more than a celebrity and that he has some power to change lives, in ways other than through his music. He also hasn’t insulated himself from the chatter of those that don’t want to see him win. He hears you and he intends to win, regardless. Shortly before the video for “God’s Plan” was released, Drake explained this video was “the most important thing” he’s done in his career. He might be right.
Watch the official video for “God’s Plan” below: