Kendrick Lamar has once again solidified his creative force with the surprise release of his newest album, GNX, this past Friday, November 22. The said project has been highly secretive until the time of its release, and it already has the world a stir in the music circles. Complementing this excitement even further, Lamar premiered a bold and visually striking music video for the leading track off the album, “Squabble Up,” helmed by his longtime collaborator Calmatic.
The video, executive-produced by Lamar and Dave Free, is a colorful and often impenetrable narrative that perfectly complements the song’s introspective yet energetic vibe. The scene is set in a muted green room wherein Lamar engages in activities that are random yet heavy with symbolism: he dances, sits, lounges in his chair, and reads a fictional book titled How to Be More Like Kendrick Lamar for Dummies.
The room, throughout the video, is filtered in and out of by a cast of characters enriching the layered storytelling. In one memorable vignette, a child helps Lamar bounce a car up and a playful nod to Lamar’s Compton roots. Later on, Lamar brazenly holds up a cardboard sign scrawled with the words, “Jesus saves gangsters too! ” This statement, combined with the video’s mix of playful and reflective imagery, reinforces Lamar’s knack for blending profound messages with accessible artistry.
A Treasure Trove of Easter Eggs
Already, fans are parsing the video for its secret meanings and messages. Among the more interesting tidbits: There’s an advert for the Compton Christmas Parade, happening on Dec. 14. Might Lamar make an appearance? Another strong reference: Lamar pays homage to Isaac Hayes, his outfit recalling Hayes’ famous setup from the cover of his 1971 album Black Moses.
One especially puzzling detail is a jumbled letter board in the background, which eagle-eyed fans suspect may tease more new music. From the very beginning, Lamar has produced work that’s ripe with layered meanings, and GNX seems no different, spurring endless fan theories and conversations online.
Breaking Records and Topping Charts
“Squabble Up” already charts and is projected to debut at #1 on next week’s Billboard Hot 100. If the forecast holds, it will be Lamar’s third #1 hit of 2024 and fifth overall. Such a feat just further points to how Lamar’s music continues to impress both culturally and commercially.
GNX also performs best on the Billboard 200, considering its digital and streaming dominance. Those hoping to add a physical version to their collections will have to wait just a bit longer- pre-orders for vinyl and CD editions are live now, but shipping isn’t slated to start until March 1, 2025. These physical sales won’t count toward Lamar’s first-week numbers, but they’re sure to be coveted collector’s items.
The Return of a Visionary
With GNX and the accompanying “Squabble Up” video, Kendrick Lamar makes clear once more why he is one of the most innovative and influential artists of his generation. From its layered visuals to its chart-dominating success, this era of Lamar’s career is shaping up to be one for the history books. The more fans unscramble the mysteries of GNX, the more one thing becomes very clear: Kendrick Lamar is nowhere near done surprising us.
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