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The video shows obvious traces of sponsorship by Nike sportswear. 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. 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. It was shot in Canada, mainly in Toronto, Drake's home town. It doesn't feature anyone from Young Money, but has appearances by T-Minus, Noah "40" Shebib, The Weeknd, Boi-1da and Kromatik. The music video was directed by La Mar Taylor and Hyghly Alleyne, both related to The Weeknd's "XO" crew. The Guild Park ruins is where one of the scenes in the music video was filmed. On December 31, 2011, Drake performed on Times Square a Medley of "Headlines" with Make Me Proud and The Motto. On November 20, 2011, Drake sang "Headlines" at the American Music Awards of 2011. On October 15, Drake made his Saturday Night Live debut in an episode hosted by Anna Faris and was set to perform "Headlines" as the musical guest of the week. The first live performance of "Headlines" took place at Caesars Windsor in Windsor, Ontario, Canada on August 4, 2011. "I could've gone with the record that was sort of super radio-friendly, but I really just wanted to talk to the people with the first record." Live performances I like to make sure that the content is very relevant to right now." Drake also said, "I want people to party to it but at the same time the fans, the people that care about my career, the people that follow me, will hear a message in it." Drake told MTV News in early September that "Headlines" was the perfect tune to launch the project: "I think it's great the purpose of that record was solely to deliver a message", he said. A lot of people pick their single by what's the strongest song.

In an interview with Billboard, Drake talked about "Headlines" saying, "By no means is it the best song on my album, it's really just the song for this moment, right now." Drake talked about why he released the song as the first single saying: "I always try to put forth a song with a message. Drake also revealed the name of the single on July 18 when posting the lone word "Headlines" on his Twitter account. On July 18, 2011, Drake told The Invasion Radio Show that he was mixing a new single.