the music video was directed by lamar taylor and hyghly alleyne, both related to the weeknd's "xo" crew. it officially premiered on october 2, 2011 on vimeo. it doesn't feature anyone from young money, but has appearances by t-minus, noah "40" shebib, the weeknd, boi-1da and kromatik. it was shot in canada, mainly in toronto, drake's home town. no narrative is followed, yet drake is depicted rapping in different environments : in the centre field of toronto's rogers centre (as the stadium's scoreboard is lit up with the title of his november 15 album, take care); in front of a rundown building with the letters "ovoxo" (the name of drake's crew: "october's very own" or "ovo" standing for drake and "xo" standing for the weeknd) sprayed in graffiti by 'mer' on the wall; in the glass elevator of the c.n. tower, going up, allowing few symbolic interpretations in relation to drake's ascension to fame, the main topic of the song; at the head of a dining table, puffing on a cigar, drake being dressed with an unprecedented retro as well as geeky style, with a knitted jumper and vintage half-tainted glasses; and most notably in front of toronto's historic guild park, surrounded by his crew. the video shows obvious traces of sponsorship by nike sportswear.