Directed by Theo Skudra, with choreography by Tanisha Scott and merch from October’s Very Own, Drake’s latest visual bridges the past and future in true OVO fashion.
Drake has never been one to color inside the lines, and his latest music video “NOKIA” is proof that he’s still rewriting the rules. Unveiled in stunning black-and-white and formatted for IMAX, the visual—directed by longtime collaborator Theo Skudra—takes viewers on a stylistic trip that taps into the gritty texture of early-2000s nostalgia, all while keeping one foot firmly planted in the now.
The “NOKIA” music video pays homage to the iconic mobile phone brand that shaped an era. The subtle, but unmistakable inclusion of the classic 8-bit Snake game—the OG mobile time-killer that came baked into nearly every Nokia phone in the late ‘90s and early 2000s. That pixelated animation weaved throughout the video is a nod to a simpler, analog era that Drake grew up in, now repackaged for the IMAX screen.
Sonically and visually, the track thrives off contradiction. Drake floats between braggadocio bars and nostalgic nods while the visuals cut between Carnival-inspired scenes and moody, grayscale portraits.
Drake’s iconography with owls perched cage-free that fans believe may be a response to elements in Kendrick Lamar’s final scene in his music for ‘Not Like Us’. Adding another cultural touchpoint, the video features choreography by Tanisha Scott—the same creative force behind some of the most iconic moves in hip-hop and dancehall like Rihanna, Beyoncé, Cardi B & Pharrell Williams.
Drizzy also flexes his fashion sensibilities, rocking exclusive October’s Very Own (OVO) gear that will soon be available for pre-order. The capsule line seen in the video—ranging from sleek, understated jackets to retro-styled graphic tees—drops soon via OVO’s official site, making this rollout not just a music moment, but a full-blown lifestyle play.
The visual plays on memory, motion, and movement, shot through the lens of a director who understands how to blur the lines between cinema and hip-hop’s visual language. This one demands a watch—formatted for the biggest screen possible. Watch now.
