And he made it for himself, not the algorithm.

On September 15th, Drake released a “not-so-short” film on YouTube titled FOMO, or “fear of missing out.”

It’s a cinematic, vlog-like retelling of Drake’s summer arranged in a multi-song format, serving as both a promo for the songs and teaser for his 2027 stadium tour.

In the video’s description, Drake mentions the project was self-funded, intended to be “a story about making the absolute most of it all in one summer.”

With critics asserting that nobody’s watching and the genre is dying, Drake chose to do this regardless, as in his words, “I still care.”

Drake didn’t need to make this. He’s arguably the most decorated artist in the entire world.

Drake simply saying he’s going on tour would be enough to sell out stadiums in seconds.

Instead, he turned his music into a long-form cinematic experience, treating YouTube as the art’s primary venue.

Traditional song promotions are 3-minute music videos distributed by the labels. By taking ownership of the project and using the film to show viewers his life, Drake’s sending a message that no music video ever could on its own.

Embrace your authenticity and art, regardless of what people say.

The message came across so powerfully in both the film and song because neither was a separate entity to begin with.

The music has always served as Drake’s means of expression. And the video gives you a peek into his life.

They work so well together because they’re continuations of the same story.

And the same principle should apply to your content.

Your best promotion isn’t the brand deal that makes you the most money or the video that gets the most clicks.

It’s the work that provides viewers the strongest representation of who you are.