Editor's note: The YouTube video was swapped in for the Apple Music video on October 27, 2015.
Drake has released the official music video for "Hotline Bling," a summer single that's been getting a lot of attention lately. Watch above.
The song has taken a slow climb up the charts, to where it currently sits at #2 on the Billboard Hot 100. Before releasing the video, Drake shared on Instagram:
...No accolades really matter to me other than the fact that I have never had a billboard number one. If I get my first number one during the month of October it will be the biggest moment of my career to date (in my mind)...
The song is perhaps an unlikely hit. The production from Paul Jefferies (aka Nineteen85) is pretty understated, taking vintage drum machine and organ samples from Timmy Thomas's 1972 hit track "Why Can't We Live Together," which sold over 2 million copies and reached #1 on Billboard's R&B chart as well as #3 on Billboard's Hot 100. Modern trap production and booming bass with the retro latin jazz / soul sample give this track a slick and unique feel, which I must say has grown on me over time.
The song was first released during Drake's Apple Music Beats 1 OVO Sound radio program on July 31, 2015, but was overshadowed at the time by his beef with Meek Mill. That hasn't stopped radio programmers from eventually putting the song on heavy rotation, thanks to a fun groove, catchy vocal hook, and searing bridge.
The video, done by Director X, puts Drake in a mix of scenes ranging from minimalistic to futuristic. The "Hotline Bling" girls add some eye candy for the guys, and the impromptu dancing parts give a fun and casual vibe that keeps things from getting too serious. Drake signed a contract with Apple where he'll be releasing videos exclusively through the computer company before they make their way to YouTube, and there is a clear Apple design aesthetic to this video. There's also product placement, as you can see Drake holding two iPhones in the image below.
For Drake's latest music, news, and tour dates, check out his Zumic artist page.