Fresh off the heels of his eight GRAMMYs nominations yesterday. Kendrick Lamar returns with the debut earlier today through Vevo of his new Calmatic-directed video for, Rich Spirit.
One of the more standout and fan-favorite tracks from his Album of the Year and Best Rap Album noninated album, Mr. Morale & The Big Steppers. The awkwardly artful, yet simple new video opens with Kendrick praying by his bedside. Right before in a custom pair of cowboy boots he raps the very catchy lyrics and does an awkward dancing choreography. Around his very lush and spacious midcentury house. Showing how awkwardly lonely it can be at the top and when you are by yourself. As he raps and sings about in the song. Kendrick is also seen doing other lonely things throughout the video. Like rapping in front of a mirror and eating cereal on top of a kitchen counter. As well as laying down on the phone and doing more dancing by himself in his living room in a glittery white outfit with matching white boots. Before he’s abruptly interrupted by a phone call for the mysterious ending to the new visual.
The new visual a cinematically greatly captured, yet still really simple clip. That is more than just another music video and is a true piece of art. That really helps bring Kendrick’s spiritual awkwardly induced lyrics about ideology, mortality, loneliness and being by yourself. Even more to life in a simple, yet brilliant way only an artist of Kendrick’s caliber is able to do.