The campaign was revealed, if not clearly described, in two Instagram posts. The first post was a slideshow containing a list of eight titles featuring artists like Baby Keem and Brent Faiyaz; a subsequent Instagram post announced that eight videos would be shared from the campaign.
The first video, directed by Dave Free and with a performance from Mecca Allah, was released today; the other seven are out tomorrow at noon. Watch the first below.
Kendrick Lamar's last album Damn. was released in 2017, and he helped curate the Black Panther soundtrack the following year.