Rihanna makes an appearance in the video.
The music video for Kendrick Lamar’s “LOYALTY.” has dropped. The four-minute video finds Lamar and Rihanna in a number of scenarios ranging from the former watching a doppelganger of himself get suffocated to the pair getting in a car crash and surviving.
As with previous videos, this one is also directed by The Little Homies (alongside Dave Meyers). Prior to this, Lamar released the video for “ELEMENT.” which was heavily inspired by the work of famed black photographer Gordon Parks. The Gordon Parks Foundation shared its response to the video with Okayplayer shortly after it dropped, with Peter W. Kunhardt, Jr., the Executive Director of the Gordon Parks Foundation, saying:
The Gordon Parks Foundation is pleased to see Kendrick Lamar recognize Gordon Parks’ important photography while working at life magazine and honoring his legacy. The Gordon Parks Foundation uses Gordon’s creative work to educate and inspire young artists.
Kunhardt also added that his favorite scene from the “ELEMENT.” video was the one inspired by Parks’ photo “Boy With June Bug.”
“That was one of Gordon’s photos he did while he was working on [semi-autobiography] The Learning Tree,” Kunhardt said. “So to see a contemporary artist like Kendrick see and understand the importance of that work spoke the most to me. It was so important to Gordon.”
Check out the video for “LOYALTY.” below.