Review: Kendrick Lamar - 'i'

Over a week ago Kendrick Lamar released this music video for his new song 'i'. This is going to be the lead single for his 3rd studio album and he used a sample from 1973's Who's That Lady written by 'The Isley Brothers'. Honestly before the music video was released I didn't appreciate the song. I thought the selection of the sample was a bit odd as I didn't see the relation between the lyrics and the song choice. I also didn't enjoy the effect he used on his voice in the majority of the song. However, after seeing the music video I was able to have the meaning behind the song put into perspective.  

The setting of the music video reflected the soulfulness of the sample through the smoky surroundings, club setting, bright lights and the overall calm attitude of all those involved. I also enjoyed Kendrick Lamar walking through the neighbourhood with its members following behind him. I thought it conveyed the perfect sense of community he was trying to convey in his lyrics. Simplicity of the video was amazing as it clearly demonstrated the meaning of the lyrics without overbearing the audience with the visual aspects. The song and music video in a whole reminded me a lot of the 1994's hit 'Juicy' by The Notorious B.I.G which used a sample from 'Juicy Fruit' - James Mtume.

In whole I believe that this is what the Hip Hop community has been missing, the song and the video was created not solely to sell records, but to send a message to masses about having  as sense of pride in themselves. Kendrick Lamar used themes that had a certain originality and uniqueness to it, which this genre severely lacks in today's society. He is the type of artist Hip Hop needs to return to the deep and meaningful way it used to be, in the 90's and earlier.