Kendrick Lamar celebrates life in the video for “i.” In the Alexandre Moors-directed clip, the Compton rapper takes a trip through his ‘hood and sees people going through their daily battles, whether it’s with the cops, domestic abuse, or suicide. He also showcases a brand new dance as he makes his way through the streets with his crew in tow.
He eventually meets up with Mr. Biggs aka Ronald Isley of the Isley Brothers, whose song “That Lady” he sampled. K-Dot rides in the backseat and sticks his head out the window, while Mr. Isley takes the wheel.
The empowering anthem was written with two groups in mind. “I wrote a record for the homies that’s in the penitentiary right now,” Kendrick told “Ebro in the Morning.” “And I also wrote a record for these kids that come up to my show with these slashes on their wrists saying they don’t want to live no more.”
He is working with Dr. Dre, Pharrell, and TDE’s in-house producers on the follow-up to good kid, m.A.A.d city.
“It’s really been a process about me grabbing from these different types of inspirations that I’ve been growing up off of and putting them into my own batch of hip-hop,” he said.
Watch K-Dot get his groove on.