Still of Kendrick, courtesy of PG Lane, directed by Dave Free.
Record-Breaking Release
Kendrick Lamar has just dropped a highly anticipated music video for his track "Not Like Us," which immediately became the number one song in the country. The video, filled with subliminal disses aimed at Drake, broke YouTube's record for the most views in a single hour with 1.3 million views. This achievement has even led DJ Akademiks to speculate that Kendrick might be paying for views.
Subliminal Disses at Drake
Throughout the video, Kendrick cleverly addresses and refutes multiple allegations made by Drake. One of the most notable claims Drake made was that Kendrick's fiancée, Whitney, was having an affair with Kendrick's business partner, Dave Free, and that their child was actually Dave Free’s. This video, directed by Dave Free himself, debunking Drake's allegations.
Still of Kendrick and Jay Rock in Nickerson Gardens Aparments, Watts California, courtesy of PG Lane, directed by Dave Free.
Thematic and Visual Nuances
The video starts with a snippet of a new song by Kendrick, hinting at more music to come. Kendrick’s lyrics, such as "IP the ownership, the blueprint is by me," directly counter Drake’s claims that Kendrick doesn’t own the profits of his music. Kendrick asserts his independence and control over his intellectual property.
Still of Kendrick, courtesy of PG Lane, directed by Dave Free.
Calculated Release Date
Kendrick released the video on July 4th, America's Independence Day, and performed a legendary West Coast concert on June 19th, Juneteenth. These dates are significant given Kendrick’s disses about Drake being a Canadian coloniser of African-American culture. The video’s symbolism underscores Kendrick’s deep ties to his culture and community.
Visual References to Drake
The video features numerous scenes that reference Drake's past works and allegations. For example, Kendrick is seen in a room with dancers wearing red and blue bandanas, symbolising unity in his city. Another scene recreates part of Drake's "Family Matters" music video, with Kendrick quickly dispelling any visual similarities and asserting his dominance.
Still of DeMar DeRozan, courtesy of PG Lane, directed by Dave Free.
Cameos
Several notable cameos appear in the video, including NBA player DeMar DeRozan, an L.A. native, further emphasising Kendrick's local support. The video also shows Kendrick doing push-ups in response to Drake's diss track, "Push-Ups," where Drake mocks Kendrick’s size and claims his record label exploits him.
Still of Kendrick beating the OVO pinata, courtesy of PG Lane, directed by Dave Free.
Trolling and Symbolism
Kendrick continues to troll Drake by beating up an owl piñata, symbolising Drake’s OVO logo and portraying him as a predator. Kendrick also includes a scene of hopscotch, mocking Drake’s alleged interest in younger women, with the numbers referencing the number of diss tracks Kendrick has ready to release.
Still of Kendrick and his family from not like us, courtesy of PG Lane, directed by Dave Free.
Final Scenes and Family
The most scathing parts of the video show Kendrick with his fiancée and children, directly refuting Drake's claims of infidelity and family issues. The closing scene with an owl in a cage symbolises Kendrick’s victory and Drake’s defeat.
What’s Next for Kendrick and Drake?
As Kendrick teases new music, the question remains whether Drake will respond or let the hype die down. With Kendrick indicating he has more diss tracks ready, the potential for further escalation is high. This video not only serves as a victory lap for Kendrick but also as a unifying moment for his community, highlighting his deep connections to his city and culture. Kendrick lamar Drake.
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