'Gimme a hug': Drake's lover-boy comeback after Kendrick feud

Drake has made a significant return to the music scene with his new album titled $ome $exy $ongs 4 U, and he is asking for hugs in one of the tracks. The lyrics 'Gimme a hug, Gimme a hug! ' reflect his emotional state after a challenging period, particularly following his defeat in a rap battle against Kendrick Lamar. Kendrick's diss track, Not Like Us, has stirred up quite a controversy, as it accuses Drake of having inappropriate relationships with underage girls, a claim that Drake firmly denies. This situation has sparked widespread discussion in the music industry, and even prominent figures like Taylor Swift and Beyoncé have been seen dancing to Kendrick's song at a major event. The event garnered an astonishing viewership, with an estimated 133. 5 million people tuning in to witness the entire stadium sing along to lyrics that painted Drake in a negative light. Instead of retreating from the public eye, Drake is making a bold comeback, employing a strategic approach to reshape his image after being placed in what some describe as a 'cultural chokehold,' according to crisis PR expert Mark Borkowski. While Kendrick revels in his victory, Drake has chosen to sidestep the conflict, aside from a single freestyle that criticizes fake friends, and instead focuses on repositioning himself in the music landscape. Currently on tour in Australia, Drake is embracing a softer image, reminiscent of his earlier sultry hits. Almost a week after the Super Bowl, he released $ome $exy $ongs 4 U, a full-length collaboration with PartyNextDoor that harkens back to his R&B roots. The album is filled with trap-soul beats that tease romantic escapades, and Borkowski describes it as a 'calculated retreat into the familiar, comfortable territory' of the sensitive 'certified lover boy' persona that characterized Drake's breakthrough albums like Thank Me Later and Take Care. In the 2010s, Drake was the most-listened-to artist on Spotify, amassing over 28 billion streams, with his hit song One Dance alone being played 1. 7 billion times. Despite the setback from Not Like Us, he remained the fourth most-streamed artist on the platform last year. Borkowski notes that while Drake's reputation may be tarnished in certain circles, he remains commercially resilient. Drake's ability to appeal to a broad audience by blending various music genres has played a crucial role in his success. His extensive catalog includes six number-one hits and over 300 entries on the US Hot 100, showcasing his versatility as a commercial chameleon. This adaptability allows him to continue moving forward, even in the face of challenges, as Borkowski points out. In the track Gimme A Hug from $ome $exy $ongs 4 U, Drake seems to acknowledge the end of his feud with Kendrick, stating, '[Expletive] a rap beef, I'm tryna get the party lit. ' This approach appears to be working for him commercially, as Apple Music confirmed that the album's release broke first-day R&B streaming records on the platform. In the official UK charts, the album debuted at number three, with three of its songs making it into the top 40, including Gimme A Hug. However, critical reception has been mixed, with some reviewers describing it as a 'yearning pre-beef star finding his footing,' while others have criticized it as a 'desperate album from one of rap's most notorious narcissists. ' Regardless of the mixed reviews, Borkowski emphasizes that Gimme A Hug, like the album itself, is not a response track but rather a strategic withdrawal from the fight. It signifies that Drake can still achieve success, albeit on a different musical battlefield. So, where is Drake headed if he is conceding the rap battlefield? The answer lies in nostalgia. In the weeks leading up to the album's release, Drake kicked off his Australian tour by appearing on stage in a vest adorned with smoking bullet holes. He concluded the show by declaring, 'My name is Drake, I started in 2008, I came all the way from Toronto, Canada. The year is now 2025, and Drizzy Drake is very much still alive. ' Music and culture journalist Manu Ekanayake believes that the new album revisits the early 2010s era when Drake exuded confidence in his artistry. However, he cautions that after three recent albums where Drake attempted to portray himself as a tough guy, it remains to be seen if he can genuinely return to being the fun-loving party boy he once was. Drake is certainly determined to try. Just days after the album's release, he announced an unprecedented three-night takeover of London's Wireless Festival this summer, with each night's performance focusing on a different phase of his career. The event sold out in record time, indicating that fans are still eager to see him perform. Borkowski views this as a 'masterclass in reframing,' as Drake curates his own legacy, reminding audiences of his longevity while shifting the conversation away from defeat and back to dominance. Ekanayake, however, expresses skepticism about the long-term implications of this strategy, noting that at 38 years old, Drake's music sounds different compared to when he first burst onto the scene in his 20s. What once felt like a fresh approach to hip-hop now carries the weight of time. Nevertheless, Borkowski reiterates that Drake's fan base is not comprised solely of music purists; they are fans of the lifestyle, the vibes, and the brand he represents. As long as he continues to deliver that experience, he will remain relevant in the industry. The true power move for Drake lies in securing a partnership with Live Nation for his rebranding efforts, according to Borkowski. In today's music landscape, perception is a valuable currency, and despite the setbacks he has faced, Drake continues to thrive. This is especially important as Kendrick's Not Like Us shows no signs of slowing down, with Kendrick making history as the first rapper to have three albums in the Billboard top 10, including his latest release GNX, which is also number one. While the rap battle may have concluded, the competition for chart supremacy is just beginning.