Drake Premieres “What Did I Miss?” Music Video in Cinematic Livestream to Launch New Album Campaign
The livestream teased feud-fueled tracks and genre-blending sound.
Summary
- Drake kicks off album rollout with a cinematic hour-long livestream, previewing unreleased music
- The track “What Did I Miss?”— released on all platforms July 5 — addresses betrayal and reignites the feud with Kendrick Lamar
- Additional unreleased songs hint at a mix of Hip-Hop and R&B, with teased track “Super Max Deals”
Drake is gearing up to release a new album expected to release summer 2025, with many speculating it to be named Iceman, following the release of an hour-long YouTube livestream titled “ICEMAN EPISODE 1” teasing what fans can expect. In the video, he plays a fictional employee at a Toronto ice storage facility called “The Iceman,” using a cinematic, narrative-driven format to build intrigue. The concept hints at the album’s possible theme, blending scripted storytelling with subtle nods to real-life tension and emotional undercurrents.
Midway through the video, a TV in the break room shows archival footage of a young Drake, which cues into an exclusive premiere of his new music video “What Did I Miss?” The track directly addresses the highly publicized feud between Drake and Kendrick Lamar. He calls out unnamed individuals for “playing both sides,” rapping pointed bars like:
“You switched on the guys and supported a hater” and
“It’s love for my brothers and death to a traitor.”
Some fans believe these lyrics may also be aimed at NBA stars LeBron James and DeMar DeRozan — both longtime friends of Drake who have mutually supported each other’s endeavors. Their appearance at Kendrick Lamar’s Pop Out concert in L.A. has fueled speculation, especially as reports suggest Drake’s relationship with DeRozan has become strained following the latter’s public support of Kendrick during the ongoing rap feud.
While his new track “What Did I Miss?” grabs most of the spotlight, the video also teases several unreleased songs, including one titled “Super Max Deals” — an R&B-leaning cut reminiscent of “Do Not Disturb” in tone and delivery from his earlier album More Life. As expected, the upcoming album appears to blend both Hip-Hop and R&B, offering a range of sounds for fans across genres.
With its blend of raw lyricism, immersive storytelling, and interactive fan moments, the rollout marks one of Drake’s most creatively ambitious promotions to date. First teased in August 2024, Iceman is shaping up to be a long-awaited, multi-layered project. Stream his new single “What Did I Miss?” on Spotify and Apple Music below, and check out the full livestream above.
