Lupe Fiasco doubtless knew the reaction he'd get by putting the word "bitch" in the title of "Bitch Bad,"  the second single from his upcoming Food and Liquor 2: The Great American Rap Album Pt. 1. "I just wanted to have a conversation. It was more to just put it out in the world and see what happens," he told MTV

The Gil Green-directed video, divided in three acts, depicts the strength and impact of the word as seen through children, who get all the joy of yelling "Bitch" for fun without any of the pesky context that only adults would understand. While we await the inevitable kneejerk reactions from people who probably won't see the video or listen to the rapper's message, check out the video for yourself above.