Kendrick Lamar’s Latest Video Shows The Many Complexities Of Love

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Hi. We recently created AFH TV, Ambrosia For Heads’ streaming video service, because we believe real Hip-Hop deserves its own dedicated TV home. But, there are doubters, so, we need your help. If you have enjoyed anything on AFH over the last 7 years, we are asking you to subscribe to AFH TV. It is only $1.99/month or $12/year, and already features some amazing content, but the best is yet to come. Thank you for all of your support.

Kendrick Lamar continues to roll out videos in promotion and celebration of DAMN. The Grammy Awards are a little more than a month ahead, and the TDE/Aftermath Entertainment/Interscope Records #1 album is a focal point of the January 28 evening, including being  an “Album Of The Year” contender.

After several singles have been serviced from DAMN., “LOVE.” is next. This track, featured on many terrestrial radio stations since summer, is exactly the kind of song that can play to people (or a voting body) that aren’t as keen on dense raps, precise storytelling, or grande allegory. Featuring Zacari Pacaldo, “LOVE.” is a sweet serenade, in its lyrics, melody, and alluring beat from DJ Dahi, TDE mainstay Sounwave, Greg Kurstin, Teddy Walton, and the label’s CEO Anthony “Top Dawg” Tiffith.

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In the Dave Meyers & the little homies-directed video, many shades and seasons of love are presented. Kendrick plays the male lead, in some vignettes in a passionate, idealistic relationship with a woman. At the same dinner table where they make love and spend their meals together tenderly, another moment shows coldness and strain. Later, Kendrick’s character is presented out for the night with friends, apart from his love. The dynamic presentation matches an open interpretation of the song’s lyrics. The video seems to suggest that like many loves, this moment is not really over when we think its over. At 1:55, a quick clapper-board sequence suggests that Kendrick Lamar will be involved with the soundtrack to next year’s highly-anticipated Black Panther film.

Previous DAMN. videos include HUMBLE.,” “DNA.,” and “LOYALTY.”

In real life, Lamar is engaged to his high school sweetheart since 2015. Zacari, one of just three DAMN. guests (U2, Rihanna) has previously appeared on TDE releases by Ab-Soul and Isaiah Rashad.

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DAMN. is one of Ambrosia For Heads’ Top 15 Rap Albums of 2017.