After releasing an unexpected album that sent shockwaves across the globe, Kendrick Lamar dropped the video, “Squabble Up.”
As the first single from GNX, Kendrick is putting everyone on notice that it’s not a game. Directed by Calmatic, the visual takes inspiration from The Roots’ “Next Movement” video.
The choreography is fire with several dancers from from representatives from all sections of Los Angeles.
A history lesson about hip-hop, the video pays homage to the late Nate Dogg and Ice-T’s classic Power album. There’s even a book titled “How to Be More Like Kendrick for Dummies.” Other references include Isaac Hayes’ Black Moses, Menace II Society, Soul Train, and Blood gang members. Kendrick is also seen holding a sign that reads “Jesus Saves Gangsters Too”
Along with the abundance of references, Kendrick is calm and unbothered as he performs the song.
Near the end of the video, a banner unfurls that reads, “Compton Christmas Parade.” Some have suggested that Kendrick will make an appearance at the event which takes place on December 14.
Choreographed by Charm La’Donna, Kendrick and Dave Free are executive producers on the video.
On the track, Kendrick raps, “I got hits, I got bucks, I got new paper cuts/I got friends, I got foes, but they all sitting ducks/Hit his turf and get crackin’, double back like a deluxe/Fifty deep, but it ain’t deep enough.”
GNX is Kendrick’s first album since he released Mr. Morale & the Big Steppers in 2022, which debuted atop the Billboard 200 with a remarkable 295,000 units sold in its opening week.
In addition to his new album, Kendrick will perform during the Super Bowl LIX Halftime Show in February, set in New Orleans.
“Not Like Us” has received five nominations for the 67th Annual Grammy Awards: Record of the Year, Song of the Year, Best Rap Song, Best Rap Performance, and Best Music Video.
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