Since its release, VIEWS has been dissected down to every lyric in the past week and has become Drake’s most debated album to date. That’s saying something since nobody in hip hop quite tilts the needle like Drake. There are people who absolutely love the album, claiming that the album is return back to the sound of Take Care. Then there are people who are disappointed with the album for the fact that there isn’t enough rapping, isn’t innovative, or really groundbreaking. Some of those complaints are legitimate. I’ve listened to VIEWS at least 15 times since its release and have grown to enjoy it a little more each listen but the album has legitimate flaws that hold it back from being not only and undeniably great album but the magnum opus of Drake’s career.
The most noticeable weakness of the album is the lyrics. This is probably the weakest Drake has been lyrically since his 2010 debut Thank Me Later. Lines like “you toying with it like happy meal,” and “I get green like Earth Day” are particularlyun inspiring and come off as lazy. Since 2009 Drake has provided some of the more memorable verses in hip hop during that time span and even culture shifting one liners or phrases such as “YOLO” or “started from the bottom” but those moments are few and far between this time around. The best verse on VIEWS is probably the last verse on “Redemption” but it’s nothing we haven’t heard from Drake before. There isn’t much on VIEWS that hasn’t been said before or iterated in different instances throughout Drake’s career. Aubrey will be 30 this year, coming off of the best year of his career to date, seeing his business ventures grow (Jordan Brand, Apple Music, Sprite) and impact and reach grow as well, but he’s still singing and rapping about failed relationships with old lovers, often times blaming them. It can come off as petty and immature. VIEWS leaves you wanting to know more, what is new in the world of Drake? But make no mistakes, for the flaws that the album has it is still a strong body of work, and it provides some very memorable highlights. The production throughout the album is incredible, and songs such as “Feel No Ways,” “Weston Road Flows,” and “Controlla” may be some of Drake’s best work yet. It is also the most we have heard Drake challenge himself vocally. To call this album boring would be a lazy critique, it has a slower pace to it and can run long with 20 tracks to digest, but it is far from boring. This album provides many different sounds and variances of Drake but it ultimately has more of an R&B feel to it than that of a Hip Hop record, from the subject matter all the way down to the production and delivery of the tracks.
In his recent interview with Zane Lowe, Drake stated that he made this album for himself, it is music he wants to be able to come home and listen to. This could explain why VIEWS has been such a polarizing project. Drake has been constantly delivering hits and music for the fans, he finally sat down and made an album for himself to fully enjoy and appreciate. This album isn’t going to answer the questions of whether Drake can deliver a classic album or not, but honestly that might not matter when looking at Drake’s career catalog. His overall body of work to this point has multiple undeniable records and a strong collection of albums that fans and critics alike can appreciate.
With VIEWS, Drake does remove himself from all of the best rapper conversation, or any rapper conversations for that matter. He seems to have finally come to grips with who he is and his overall standing in not just Hip Hop but pop culture. He clearly isn’t worried about proving himself anymore, he’s done that and now he’s in his own lane as an artist. VIEWS also cements Drake living legend status within the culture as well as build more hype. With first week sales of 851,000 units the album becomes the eighth best first week debut in Hip Hop history in terms of sales and the highest first week total for a male artist since Justin Timberlake’s The 20/20 Experience debuted with 968,000 sold albums in 2013. With VIEWS also set to debut number one on the Billboard chart it would be Drake’s fifth consecutive solo album debut at number one and his sixth total album including his 2015 collaborative effort with Future, What a Time to Be Alive.
“If I was you I wouldn’t like me either,” is the closing line to VIEWS. This album’s success is going to bring on more love and more hate. Drake probably wouldn’t want it any other way.
Kameron Hay 