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Drake dancing in Hotline Bling sparks online sensation

Despite Canada's federal election, a Blue Jays game and a Star Wars trailer release dominating online chatter Monday evening, Drake still managed to capture attention with his new, seemingly designed-to-be-shared music video for Hotline Bling.

Rainbow-coloured video created by Toronto's Director X

CBC News ·
Drake's new video for Hotline Bling seems designed to be shared online. (Drake/Apple Music)

Despite Canada's federal election, a key Toronto Blue Jays game and a much anticipated Star Wars trailer release dominating online chatter Monday evening, rapper Drake still managed to capture some attention with the release of a new, seemingly designed-to-be-shared music video.

The Toronto rapper released a relatively low-key music video for his track Hotline Bling via Apple Music Monday night, instantly causing a sensation, countless GIFS and an online meme featuring his exaggerated dance moves.

For the most part, the video was warmly received, with some noting that the dancing was deliberate and that Drake – who rose to fame as an actor on Degrassi: The Next Generation – isn't afraid to be silly or poke fun at himself.

Intrepid webizens also noted how well the performer's moves meshed with different styles of music – whether an upbeat Latino track, a Star Wars ditty or even a classic sitcom theme – under the hashtag #DrakeAlwaysOnBeat.

However, the thumping, moody, rainbow-coloured video – created by Toronto-born Director X, the popular director behind music videos for Usher, Nicki Minaj, Kanye West, Rihanna, Justin Bieber, Iggy Azalea and Nelly Furtado – did garner some criticism for certain scenes depicting women.

The buzzworthy video is just the latest achievement for Drake, who already has two No. 1 albums under his belt for 2015 and is currently working on his next studio effort, Views from the 6.

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