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21 March 2017, 02:28 | Max Haynes
With playlist More Life, Drake bends the medium for his message Add to ...
On Spotify, "More Life" was streamed 61.3 million times in the first 24 hours of availability, some 28.6 million fewer times than on Apple Music. Drake is now premiering More Life on his OVO Sound Beats 1 radio show, and already it's got references to Jennifer Lopez and Jay Z. But perhaps the difference between the poorly reviewed Views and More Life, which Twitter welcomed as a return to form for the rapper, has as much to do with its framing as with its songs. Depending on how it's received by consumers and media-measurement moguls, Drake could be the latest in a growing cabal of pop artists shaking up the very definition of an album.
"More Life" is anchored by "Fake Love", Drake's infectious hit about the phoniness of those around him.
After listening to the project I get why Drake called this a playlist. He goes more heavily into dancehall on "Madiba Riddim", which alludes to anti-apartheid hero Nelson Mandela and has echoes of Drake's mega-hit with Rihanna "Too Good".
When you see the track listing you truly can't help but dive into it. Features include Kanye West, PARTYNEXTDOOR, Young Thug, Travis Scott and 2 Chainz. The was included in Drake's playlist but the vocals was replaced with that of newbie British singer Jorja Smith, Us Magazine said in a report. R&B has always been integral to pop performance, as showcased by the successful transitions from teen stardom to adult careers done by the Timberlakes and Biebers of the world, and rapping has become a tool for many white artists like Ed Sheeran who is exclusively recognized as "pop".
In a music genre associated with crime and "street cred", do Drake's soft-spoken lyrics and public love-life feel out of place?
Drake has close links with Apple, having appeared onstage during the launch of Apple Music in June 2015 at the company's Worldwide Developers Conference, and premiering last year's Views album exclusively on the service for its first week. Hopefully he does so, and brings more life to far less tracks.
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