Drake delivers an unapologetic retaliation to Kendrick Lamar’s diss track with the hard-hitting “Family Matters.” The Boy wastes no time, dropping the track and leaving a trail of verbal destruction in its wake. Preceding its release on YouTube, Drake gives fans a glimpse of the track via Instagram’s Reel feature, urging them to tune in.
The accompanying music video for “Family Matters” showcases Toronto as its backdrop, featuring three distinct beat switches. From a van reminiscent of GKMC being towed to a dramatic scene inside a lit hearse, the visuals set the tone for the onslaught of lyrical blows. Drake takes control of the narrative, reclaiming spaces previously mentioned in Kendrick’s diss, such as the New Ho King restaurant. Additionally, he flaunts his JOOPITER auction acquisitions, including Pharrell’s coveted items. He addresses recent controversies, like the Tupac estate’s threats of legal action over AI-vocals, now owning Tupac’s iconic $1 million USD bejeweled ring.
In the seven-minute video, Drake focuses primarily on Kendrick, ridiculing his rap style, relationship with wife Whitney, and fatherhood. With his son by his side, Drake counters accusations and throws jabs at The Weeknd, Rick Ross, A$AP Rocky, and others. Despite various targets, the focus consistently returns to Kendrick, with Drake even alleging domestic violence.
“Family Matters” marks Drake’s third diss track aimed at Kendrick, following “Push Ups” and “Taylor Made Freestyle.” Witness the full intensity of the music video above.
