Kai Cenat, a prominent Gen Z streamer and influencer, is set to direct the music video for Drake and PARTYNEXTDOOR's track 'SOMEBODY LOVES ME,' which is part of their collaborative album '$ome $exy $ongs 4 U.'

Drake confirmed his involvement in the project, indicating a possible shift in his career as he enters a 'new chapter' with evolving creative priorities.

Fans can send 30-second to one-minute video treatments to [email protected] by May 24, 2025, for a chance to be featured in the video.

This collaboration underscores the merging of traditional entertainment and digital content creation, reflecting the changing dynamics in the media landscape.

Cenat is inviting fans to submit their creative ideas for the music video, focusing on any part of the song, with the best clips being compiled into a full-length video.

In a recent livestream, Drake hinted at the new album and expressed gratitude for streaming support, indicating a significant moment in his career.

Drake is offering $15,000 to 20 selected contributors to help realize their ideas, marking a shift towards crowd-sourced creative direction in the music industry.

Cenat aims for the music video to reflect the spontaneity and spirit of his engaged fanbase, potentially incorporating user-generated footage and concepts.

By integrating fans into the creative process, this collaboration fosters deeper emotional investment and expands creative possibilities beyond traditional directorial visions.

The collaboration has generated excitement due to the influential history of Drake and PARTYNEXTDOOR in modern R&B, focusing on themes of melancholy and vulnerability.

Cenat's initiative signifies a shift in how success is measured in the industry, valuing community engagement and authentic connection over traditional polished aesthetics.

The album '$ome $exy $ongs 4 U' debuted at No. 1 on the Billboard 200 chart with 246,000 album-equivalent units, and all 21 tracks entered the Hot 100 in the following week.