‘Gimme a hug’: Drake’s lover-boy comeback after Kendrick feud
BBC Online
Full of trap-soul beats teasing romantic escapades, Borkowski calls it a “calculated retreat into the familiar, comfortable territory” of the more sensitive “certified lover boy” persona that dominated Drake’s initial breakthrough albums like Thank Me Later and 2011’s Take Care.
“His reputation might be in tatters within certain circles, but commercially, he remains bulletproof,” says Borkowski.
The camouflage from his status as a commercial chameleon means that “despite the clear L and Not Like Us becoming a defining moment in rap history, Drake keeps moving”, says Borkowski.
Regardless, Borkowski is clear on the strategy – Gimme A Hug, like the album, isn’t a response track, it’s an abdication from the fight. A recognition that Drake can still win, just on a different rap turf.
But, ultimately, Borkowski goes back to the bottom line. “His fans aren’t music purists, they’re Drake fans – here for the lifestyle, the vibes, and the brand. And as long as he delivers that, nothing truly sticks.”
The true power move? Securing Live Nation for his rebrand, says Borkowski.