If you listen closely to Kendrick Lamar's sunny new self-love anthem "i," there's a whole lot going on beyond the attention-stealing hook, and today the rapper has shared a lyric video that really spells it out. The sweet clip, directed by Christian San Jose, serves the dual function of promoting the song's empowering central message by showing many different people throwing up the heart-shaped hand signal, while also drawing attention to the track's bleakly honest narrative of depression and marginalisation. Never has the contrast between Lamar's sneer of I went to war last night with his jangly Isley Brothers sample been more apparent. There's still no official word on when to expect the upcoming album, but in the meantime you can watch the new video above.
Feel The Love In Kendrick Lamar’s “i” Lyric Video
Look right into the heart of the rapper’s complex and empowering new song.
October 11, 2014