The most-discussed rap song of the past few months just got a music video! Kendrick Lamar released the official music video for his latest single i. On the face of it the video seems simple and happy with a one-nation-under-a-groove feel to it, exuding the same kind of uplifting energy that the song delivers. But there is so much more to it – as Kendrick dances his way through the city we see glimpses of discord and sadness: policemen accosting black men, a violent husband screaming at his wife and suicidal men in dingy looking kitchens. It’s a whole tapestry of emotions and shows how clever Lamar is at delivering a smart social commentary, even when he indulges his lighter side.
(To watch this video in Creation 5, just tap here.)
Speaking on New York’s Hot 97 recently, Lamar said: “I wrote a record for the homies that’s in the penitentiary right now, and I also wrote a record for these kids that come up to my shows with these slashes on they wrists, saying they don’t want to live no more,” he said.
Directed by Alexandre Moors & the Little Homies, the video embodies a really heavy message in the most positive way possible. Lamar leads a ‘dancing parade’ through the dark streets and dancing is not something he is known for. Lamar approaches the dancing like he approaches his music – he doesn’t care what anyone else is doing or what we think he should be doing, he just does it his way.
“i” is the lead single off Lamar’s still-untitled third album and sound-wise everyone was surprised by the song – a cheerful anthem over an upbeat sample of the Isley Brothers’ That Lady. Ron Isley even makes a cameo appearance, driving Lamar through the city.
