Dear Gossips,

It’s been exactly three weeks since Drake released Scorpion. So it’s not surprising that Drake has the #1 song on the Hot 100 and the streaming charts. What is surprising is which song it is: "In My Feelings". When singles chart, usually it’s by intention, chosen specifically to be singled out. The artists will highlight the track, they’ll release it with a video, they give it the attention. That was never the plan for "In My Feelings". "In My Feelings" does not have an official video. It just has thousands of unofficial videos. 

The credit for the rise of "In My Feelings" then goes to Shiggy for starting the "In My Feelings" challenge (which is OVER now, it was over last week, before the song even made it to #1 so please stop) on Instagram. Drake acknowledged that much himself earlier this week when they met at a party:


A post shared by DJ Akademiks (@akadmiks) on

This is the kind of sh-t you can’t predict because a truly legitimate viral moment is spontaneous. That said, Drake seems to always be the beneficiary of a viral moment, doesn’t he? Is he just lucky? When it keeps happening, can you keep calling it luck or is it a combination of creating the right conditions for luck to present itself? 

“Kiki, do you love me” is a great line off the top of a song. It’s easy to remember. It’s an instant mystery:  WHO’S KIKI?!. And it’s instant comedy. Like, once again, Drake is needy as f-ck. He may not have imagined that a dance craze would result from it but he did write the line. He put it there, waiting for it to be CSI’ed. Drake, undeniably, is a GREAT gossip. 

Have a great weekend!

Yours in gossip,