Kendrick Lamar, partner Whitney Alford and their two children in the music video for “Not Like Us” | Photo credit: YouTube/ Kendrick Lamar
Kendrick Lamar’s winning streak in the rap world continues with the release of his highly anticipated music video for “Not Like Us.” The track gained notoriety for its scathing comments on Drake and now has a visual companion, further solidifying Lamar’s victorious narrative in their ongoing feud.
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Since the Kendrick-Drake feud began in May, both artists have released multiple diss tracks. However, with “Not Like Us” topping the Billboard Hot 100, many believe Lamar has emerged victorious. The video, full of cultural references and personal jokes, is a definitive statement of the ongoing rivalry.
The music video comes on the heels of Lamar’s explosive “The Pop Out” concert, where he sang “Not Like Us” six times in a row. Directed by Lamar and Dave Free, the video features a number of West Coast hip-hop heavyweights, including Mustard, who produced the track and makes a notable appearance wearing a Toronto Blue Jays cap, an obvious jab at Drake.
Cameos from people such as Tommy the Clown, Compton-born NBA star DeMar DeRozan, and Top Dawg Entertainment CEO Anthony “Top Dawg” Tiffith add to the video’s star power. The opening scene shows Lamar doing push-ups on a cinder block, a direct reference to Drake’s song “Push Ups”, and alludes to a photo of Lamar that Drake had previously mocked.
Personal elements also take center stage. Lamar’s partner Whitney Alford and their two children are seen dancing together in one scene. It’s a clear rebuttal to Drake’s “Family Matters,” which controversially suggested that co-director Freed fathered one of Lamar’s children with Alford.
The video doesn’t shy away from symbolism, with multiple references to Drake’s OVO label mascot owls. Owls are seen throughout the video, including one resting on Lamar’s arm, another in a cage, and a piñata being smashed. The message is underscored with a cheeky disclaimer: “No OVHoes were harmed during the making of this video.”