Drake - "Family Matters" Music Video

Drake unleashed a merciless retaliation in response to Kendrick Lamar's diss track, leaving no room for him to catch his breath as he unleashed a barrage of verbal assaults. With the release of “Family Matters,” Drake painted a vivid picture of a crime scene, leaving behind a trail of destruction. Exciting his fans with a preview on an Instagram Reel, he urged them to check out his response on YouTube.

The music video for “Family Matters” sees the city of Toronto as its backdrop, featuring three distinct beat switches. In the first segment, a GKMC van was towed through the city before meeting its demise in a junkyard. As the second beat dropped, the visuals transitioned to a black and white scene inside a brightly lit hearse, symbolizing the impending verbal attacks on those who wronged The Boy. Finally, in the last beat switch, Drizzy made his appearance, entering New Ho King, a Chinese restaurant in Toronto. By reclaiming the narrative, Drake boldly confronted the attention the establishment had garnered after Kendrick's diss. Drake also showed off his JOOPITER auction items, proudly owning some of Pharrell's most sought-after pieces. Not forgetting the recent controversy where Tupac's estate threatened to sue him over AI-vocals, Drake reminded everyone that he now owns the iconic $1 million USD bejeweled ring once worn by the legendary rapper.

The seven-minute video was a relentless assault, with Kendrick Lamar bearing the brunt of Drake's verbal blows. Not only did Drake mock Kendrick's rapping style, but he also took aim at his relationship with his wife Whitney and his role as a father. Throughout the video, Drake was seen holding his son and strolling around his mansion, a powerful visual response to the accusations. Alongside his attacks on Kendrick, Drake didn't hold back in throwing ruthless jabs at other artists like The Weeknd, Rick Ross, and A$AP Rocky. Despite these diversions, the focus always returned to Kendrick, whom Drake later accused of domestic violence against his wife.

“Family Matters” is Drake's third diss track aimed at Kendrick, following “Push Ups” and “Taylor Made Freestyle.” Be sure to check out the full music video above.