Kendrick continues his takeover of 2024. After the surprise release of GNX, he’s dropped the first video from the album for the song “Squabble Up.”
The video is a love letter to the West Coast. Kendrick stands in the middle of a yellowish-green banquet hall, wearing his cropped blue hoodie, while every facet of West Coast urban life is on full display. His understated delivery lets the representation take center stage. Crips, Bloods, low riders, and even odes to Isaac Hayes and Ice-T shine equally under the spotlight of the chandelier that opens the video.
“Squabble Up” is the perfect lead single for GNX and yet another feather in the cap for Kendrick and the West Coast.
Real rap is making a comeback. Off the heels of what might be the greatest rap battle ever between Drake and Kendrick Lamar (Kendrick took the win), super producer Pete Rock and the Grammy, Oscar, and Emmy award-winning Common have dropped a video for their single “Wise Up.” This track is the lead-up to a highly anticipated album from these hip-hop legends. Common has publicly said this project could be some of his best work yet.
“‘Wise Up’ represents the union of a New York producer and a Chicago MC doing the hip-hop we love. It embodies the spirit of where we come from—the boom bap, the basement—but it also feels fresh and new. We chose this as the first joint because it captures a new sound and a new light while speaking directly to our hip-hop family,” says Common.
To launch “Wise Up,” Common and Pete Rock teamed up with director Marleaux Desiré to create an inspiring and creative visual presentation. Many of the shots are in Harlem, in front of Allah School in Mecca, home of the 5% Nation. This setting strengthens the release’s message, as “Wise Up” is a mantra that brings about understanding, the best part of life.
The video captures the street-level community stories they represent in their new single, visually depicting the themes of the song. It features visual ideations from ILLIMITÉWORLD and still photography by creative director Alonzo Hellerbach.
Pete Rock says, “Working with Common was a breath of fresh air. We both connected to a higher power, which helped us tap into our greatest level of creativity. We constructed an amazing project! Common has an incredible soul, so it was easy to connect with someone on the same page as me.”
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