Drake’s ‘Energy’ music video is generating quite a buzz. He impersonates the likes of Kanye West, Justin Bieber, Oprah, Miley Cyrus and many others, and he’s been raising a few eyebrows along the way. Yes, it’s arguably one of the wildest three minutes you will see today!


Photo: Drake
Credit: PR Photos

The music video genre has always been one that’s taken us in unpredicted territories and Canadian rapper Drake in ‘Energy’ is doing just that for the song from his mixtape ‘If You’re Reading This It’s Too Late. Whether you want to count the number of impersonations or debate whether or not Drake should don “whiteface” there’s something in this Fleur & Manu-directed video for everyone which debuted with much fanfare on Apple Music as part of his new deal with the company.

It even documents a few moments that are enshrined in pop culture, notably Tom Cruise jumping on Oprah’s couch which is a moment that’s already lingering in our minds and do we really need/want a reenactment? And Drake doesn’t stop at that, he also reenacts Kanye West with Kim Kardashian on a motorcycle in the ‘Bound 2′ music video.

So take that as a caveat. There are images in this video that you can’t un-see after you’ve seen them. And the language is definitely not radio-friendly. Make no mistake these are not Rogers & Hammerstein-style lyrics!

It’s the kind of music video that begs for gifs and memes and they are out there already. Whether it’s the ease of technology or people with way too much time on their hands, this is yet another example of the quick turnover from original work to spoofs and sendups. To say nothing of social media backlash.

It had its premiere on Apple Music which is newsworthy in and of itself and gave some of the major tech news sites an excuse to write about a music video, a breather in between the usual latest VC and IPO news and Silicon Valley gossip. But from Apple it quickly traveled to VEVO and to YouTube so unlike TIDAL this wasn’t a true enticement to signup for the brand new music service.

A video like this launches a thousand opinions a second and so you may as well add yours to the mix! Yes, the language is of the parental advisory variety, so don’t crank it up at work or around the youngsters. With that caveat, watch Drake’s ‘Energy’ music video below!