Another powerful video for Kendrick.
After the striking HUMBLE. video, Kendrick Lamar shares the second movie video extract from DAMN., his fourth album released last week. Directed by Nabil Elderkin, american artist who already worked with Kanye West, Frank Ocean or Vince Staples. And like every two last years Kendrick’s movie videos, the name The Little Homies is mentionned on the Directors credit line. It’s the duo of directors formed by Kendrick himself and his childhood friend and manager Dave Free. Both of them have worked on Kendrick’s most beautiful videos, including the classy Alright.
In the “DNA” video, we can find Kendrick interrogated by actor Don Cheadle (House of Lies, Ocean’s Eleven). The end of the video takes part in the street, with Schoolboy Q (member of Black Hippy with Kendrick, Ab-Soul and Jay-Rock) charging at the movie camera while a previously unheard outro is playing.
“I got, I got, I got, I got, Loyalty, got royalty inside my DNA” Kendrick explains that is DNA is full of royalty—this song speaks about being a proud and black individual. On “i”, from 2015’s To Pimp a Butterfly, Kendrick addresses his black royalty:
N-E-G-U-S definition: royalty; King royalty
N-E-G-U-S description: Black emperor, King, ruler, now let me finish
N-E-G-U-S, say it with me