Drake did not hold back with his ruthless response to Kendrick Lamar‘s diss track. The Boy came out hitting hard, leaving no time to take a breath and laying it all out there. Firing shots left and right, Drake left behind a murder scene with the drop of “Family Matters.” Taking to Instagram to preview a prelude in the form of Reel, he urges his fans to check out his response on YouTube.
“Family Matters” hits YouTube in the form of a music video that sees Toronto as the backdrop of the music video. The song seems to have three beat switches. In the first portion, a GKMC van is towed around the city, before it gets crushed in a junk yard. When the second beat drops, the visuals take to a black and white scene of the inside of a lit up hearse, a metaphor to the shots he is about to fire at all who wronged The Boy. The final beat switch up sees Drizzy finally make an appearance, entering Toronto’s Chinese restaurant New Ho King. Taking back the narrative, the restaurant was previously flooded with attention after Kendrick’s diss. Drake also shows off his JOOPITER auction items that sees him as the owner of some of Pharrell‘s most sought-after pieces. He also references the recent situation where Tupac‘s estate threatened to sue him over AI-vocals with a reminder to everyone that he know owns the $1 million USD bejeweled ring famously worn by Tupac.
Shots were fired in the seven minute video. K Dot was evidently the main character that received most of the blows in the track. Not only does he clown Kendrick for how he raps, but he makes it a point to diss him about his relationship with his wife Whitney and his fatherhood. In the video Drake is seen holding his son and walking around his mansion in response. Throwing ruthless jabs at The Weeknd, Rick Ross, A$AP Rocky and more. Amongst all the redirections, it always goes back to aiming at Kendrick, who he later accuses of beating his wife.
“Family Matters” is Drake’s third diss track towards Kendrick following “Push Ups” and “Taylor Made Freestyle.” Watch the full music video above.
