In an unprecedented and innovative move, Drake and PARTYNEXTDOOR have released a staggering 19 separate music videos for their collaboration, “SOMEBODY LOVES ME.” The massive collection of visuals is the official culmination of a unique creative contest that turned a moment of online criticism into a powerful platform for emerging talent.
The project was initially sparked by the popular streamer Kai Cenat, who had publicly criticized a previous Drake music video. In response, Drake launched a contest, inviting aspiring filmmakers and creators from around the world to submit their own video treatments for “SOMEBODY LOVES ME,” with a $15,000 USD prize offered for the winning concept.
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However, the response from fans was so overwhelming that the original plan was completely transformed. According to a statement from Drake, he and PARTYNEXTDOOR were so “blown away” by the quality and creativity of the submissions that they decided against creating a single compilation video. Instead, they selected 19 finalists and chose to give each director’s unique vision its own platform. “We asked anyone interested to submit a treatment for ‘Somebody Loves Me.’ Thank-you for all your submissions and congrats,” Drake wrote in his Instagram Story, adding that the chosen “Directors range from first timers to veterans.”
The resulting collection of videos is a testament to the diverse and imaginative talent of their fanbase. The concepts range from a heartfelt animated short that portrays the artists’ mothers as guardian angels to a hilarious version where Drake and PARTYNEXTDOOR are reimagined as puppets searching for love.
This crowdsourced campaign stands as a powerful example of how major artists can engage directly with their audience, transforming fans into collaborators. By providing a significant creative opportunity and a financial reward, Drake and PARTYNEXTDOOR have not only delivered a fresh and multifaceted take on the traditional music video but have also created a valuable career launchpad for new and emerging filmmakers. You can watch all the videos here.
