November 4, 2014


Kendrick Lamar Hits the Town in "i" Video

We truly are one nation under a groove with Kendrick Lamar's "i," as the rousing single and brief taste of what's to come from the rapper is now coupled with an equally evocative video!

Details have yet to be released for Kendrick's next full-length, but "i" and its empowering, simple chorus of "I love myself!" is enough to have us hitting replay until the next drop. In the video, Kendrick heads out into the dark of a steamy night to join some friends for an impromptu street party before making his way to a poppin' off rooftop shindig. He swings down from the roof in time to hitch a ride with a mysterious driver, and the evening ends in the club where it began, now empty and deafeningly silent.

"i" isn't just any old track from Compton's finest: The familiar sample that rings throughout "i" is lifted from the Isley Brothers' "That Lady," and Kendrick approached one of the legendary Motown musicians personally in order to secure the use of the track for the single. Ronald Isley agreed, the "That Lady" riff blends seamlessly with Kendrick's verses, and all's well that ends well for this after-hours dance party jam.

Stay tuned for more details on Kendrick's inevitable third studio album as we get them, but in the meantime, get lost in the midnight beat oasis of "i."