Friday, 31 March 2017
Video: Kendrick Lamar – ‘HUMBLE.’
All hail the King. A week after unleashing “The Heart Part 4,” Kendrick Lamar unveils the epic video for “HUMBLE.,” the presumed first single off his third major label studio album.
Co-directed by Dave Meyers (Missy Elliott, Outkast) and The Little Homies, the head-turning visual finds K. Dot in a myriad of scenes, from a beauty salon to the Los Angeles River. In Meyers fashion, he’s even seen under a fisheye lens, riding a bicycle through the city.
The visual has a biblical tone at times, recreating Leonardo da Vinci’s classic painting of “The Last Supper,” with King Kendrick seated at a table with the likes of Jay Rock, engineer Mixed By Ali, painter Blue the Great, producer Sounwave, and TDE manager retOne.
After lighting his head on fire, Kendrick takes on beauty conventions too with a message about authenticity. “I’m so fuckin’ sick and tired of the Photoshop,” he raps, as he and a woman are shown with edits and without.
The cinematic and artistic visual is soundtracked by the slapping single, which was produced by Mike WiLL Made-It. The duo also worked together on Mike’s Rae Sremmurd and Gucci Mane-assisted “Perfect Pint” off Ransom 2.
Kendrick’s new album, the follow-up to 2015’s To Pimp a Butterfly, is expected to arrive April 7.