Before the release of his debut album Mr. Morale & The Big Steppers, Kendrick Lamar made his triumphant return to music. May 13 is the release date for the album, which is his final project with T.D.E. The album marks T.D.E’s first release since his 2017 album DAMN, which peaked at No. 1 on the Billboard 200 and won both a Grammy and Pulitzer Prize.
In conjunction with the song, a deepfake music video was directed by Dave Free and K. Dot personally. A message is displayed that reads, “I am. All of us. Oklama.” Kendrick is often seen launching information about his projects under the Oklama moniker and website. On the site, he announced the end of his employment with T.D.E.
In the beginning of the track, Kendrick gives a short monologue, a look that is familiar from each installment of “The Heart” album.
With a sheepish expression on his face, he says, “I’m realizing how important perspective is as I get older.” “I may have a different perspective from yours. My sincere gratitude goes out to all who have supported me. I appreciate your support so much. Those of you who have listened to my music, please accept my thanks. It’s all my people.” The singer performs an energetic rendition of his song for the next minute before assuming the persona of O.J. Simpson.
Throughout the video, a single camera angle is utilized to capture adornments with red backgrounds, in keeping with the theme of the track. The face of Kendrick also changes throughout the video to appear as Will Smith, Kanye West, Jussie Smollett, Nipsey Hussle, and Kobe Bryant. Due to this, his lyrics seem to have a connection with each person depicted, such as Nipsey Hussle’s murder and Kanye West’s bipolarity.
This track, which samples Marvin Gaye’s “I Want You,” was made by Beach Noise. Matt Stone and Trey Parker of South Park created the deepfake animation through their Deep Voodoo agency. At the end of the video, a “special thank you” is included. It has been confirmed that Lamar is working on a live-action comedy on the project with the duo and pgLang’s Dave Free. Vernon Chatman wrote the script for the film, which will be streamed on Paramount+.
Kendrick performed earlier this year at the Pepsi Super Bowl LIII halftime show in conjunction with Snoop Dogg, Dr. Dre, Mary J. Blige, Eminem, and 50 Cent. The Grammy for Best Rap Performance went to him and Baby Keem for their song “Family Ties.”
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