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Key Takeaways:

• Drake premiered “What Did I Miss?” in a livestream filmed inside a Toronto ice warehouse.
• The observe contains subliminal photographs that followers consider goal Kendrick Lamar and former collaborators.
• The marketing campaign for Drake’s upcoming LP — presumed to be titled Iceman — appears to be nicely underway.

Drake has returned to the highlight with a brand new solo single, and he’s making it clear that previous wounds from his feud with Kendrick Lamar nonetheless linger. On Friday evening (July 5), the Toronto famous person unveiled “What Did I Miss?” in a shock livestream. While the rollout leaned into icy aesthetics, the music’s material burns sizzling with rigidity.

Backed by a stacked manufacturing group together with Tay Keith, OZ, London Cyr, and FNZ, the observe heard Drake reflecting on the aftermath of his high-profile lyrical battle with Lamar and focused the individuals he feels distanced themselves in the course of the battle.

“Askin’ me, ‘How did it feel?’ Can’t say it didn’t surprise me,” Drake rapped. “Last time I looked to my right, you n**gas was standing beside me, how can some people I love hang around p**sies who try me?”

The jabs proceed within the second verse with a line that references Lamar’s star-studded Juneteenth live performance again in 2024: “I saw bro went to ‘Pop Out’ with them, but been d**k-riding gang since ‘Headlines.’”

Though Drake did not explicitly determine anybody, followers on-line have speculated about potential targets. Attendees of “The Pop Out” included previous collaborators like YG, Mustard, and Ty Dolla Sign, main some to consider these strains might reference them. Others have floated The Weeknd and Rick Ross as potential topics, primarily based on their latest alignment with Lamar in the course of the feud. For their elements, Rozay launched a diss observe titled “Champagne Moments,” whereas The Weeknd raised eyebrows on Future and Metro Boomin’s WE DON’T TRUST YOU and WE STILL DON’T TRUST YOU LPs.

Future, one other longtime Drake collaborator, hasn’t named his Canadian counterpart instantly however did submit a cryptic tweet shortly after the observe’s launch: “Ima always choose being a real one over anything…” Given the timing, many interpreted it as a refined response. Still, not one of the hypothesis has been confirmed, and Drake’s lyrics stay open to interpretation.

The aforementioned “Iceman Episode 1” doubled as each a music video and advertising and marketing spectacle. Filmed inside The Iceman, a small family-run ice warehouse in Toronto, the hourlong video included scenes of Drake performing in a walk-in freezer and driving a branded ice truck by town. Fans noticed him mid-route, whereas cellphone calls flooded the enterprise’s strains.

Jake Silva, who runs The Iceman along with his father, mentioned the chance got here all of a sudden. “I got a call, basically on Wednesday (July 2), and they asked me if I’d be willing to lend my workplace for a shoot… it just grew from there,” he advised CTV News. “I’m incredibly appreciative that they were willing to spotlight our small ice business. It means a lot.”

The rollout continues to gasoline hypothesis that Iceman is the title of Drake’s subsequent album. Though no launch date has been introduced, the coordinated branding — from the truck to the web site to his Instagram teases — makes it clear {that a} new period is underway.