Drake shared behind-the-scenes photographs from his "FOMO" short film on Instagram on 22 September, captioning the post with a lyric from an unreleased track. The caption and unreleased song, titled "Free" by fans, contain what many believe are subliminal references to rival Kendrick Lamar, sparking significant social media discussion amongst Drake's fanbase.

The project showcases Drake's continued prolific output following his May achievement of becoming the first artist to simultaneously occupy the top three positions on the Billboard 200 chart with separate albums. The "FOMO" film features collaborations with Don Toliver, PartyNextDoor and Yeat, whilst the behind-the-scenes images capture various scenes including Drake in costume and with collaborators. Drake has confirmed plans for a world tour in 2027, continuing his momentum after this latest multimedia release.