March 31, 2017


Kendrick Lamar's 'HUMBLE.' Video Is Too Good for This World

Kendrick Lamar is back with his second track in a week, and this time it comes with a video. As soon as you're ready for some pure K.Dot overload, watch "HUMBLE." above. (Have you even processed "The Heart Part 4" yet?) 

While the song feels like a potent new entry in the straightforward vein of last week's "One, two, three, four five / I am / The greatest rapper a-live" sentiment, the video is a cornucopia of wild visuals. Kendrick ice-grilling us with his head on fire while other men made into human torches burn beside him. Golfing in the L.A. River, reenacting The Last Supper, rapping—in a whole other scene—in Pope robes, then running trillions of dollars through money counters. 

There's a weird fish-eye lens video game bike ride. Kendrick rapping in a window while a slew of sniper spotlights roam his chest; passing Grey Poupon to his dude in the next car. Standing, in a brilliant shot, in the middle of dozens of bald black men, and later dozens more in suits, ties and Sunday-best hats.

"HUMBLE." is co-directed by The Little Homies (K.Dot and TDE president Dave Free), who, starting with 2014's "i," have done five of Kendrick's last six visuals. It's a joint effort with Dave Meyer, the GRAMMY-winning director who started making videos as a teenager with Jay ZE-40TwistaIce CubeLil Wayne and Ginuwine. He went on to make 11 joints with Missy Elliott and tons more with basically every big pop and hip-hop artist of the new millennium, plus most of the marquee rockers.

In "The Heart Part 4," Lamar teased an April 7 release that, after two singles, smart money would say is an album.

Below, watch a throwback Fuse interview with Kendrick right after he dropped his breakout Good Kid, M.A.A.D City album in 2013: