Kendrick Lamar dropped his highly anticipated music video, for “They Not Like Us” on July 4th. Its already making noise and sparking up conversation. Directed by Dave Free and Kendrick Lamar the video showcases Kendricks approach to his rap feud with Drake. This battle, a clash of titans is at its core a profound exploration of authenticity, Black culture and Hip Hop.

Kendrick having his show, “The Pop Out – Ken and Friends ” happen on Juneteenth and releasing the video for “They Not Like Us on July 4th, displays the intensity, precision and intentionality of his assault on Drake. The video features Kendrick dancing with his children and his fiancée Whitney, He also gives Dave Free directors credit for the video. These glimpses into his personal and business life look to dispel any rumors surrounding a relationship between Dave Free and Whitney, something that Drake spoke to on “Family Matters. Kendrick asserts himself sharing a glimpse of his personal journey showcasing unwavering confidence and resilience to the culture.

The battle between Drake and Kendrick is unprecedented in its intensity and strategic timing, all the way down to how and when songs were released along with the artwork that accompanied them. Drake’s use of AI to mimic Tupac and Snoop Doggs voice on “Taylor Made” freestyle showcased a new approach to battling. Even with that bold approach Kendrick has managed to stay ten steps ahead through his lyrical prowess and sometimes haunting delivery.

The video for “They Not Like Us’ might be the final blow of this battle unless Drake has something up his sleeve. Kendrick has delivered some impactful blows and has left significant dents in Drake’s armor. In this moment Kendrick is king. He is carrying the weight of rap on his shoulders while simultaneously uniting the west coast.

In many peoples minds what Kendrick has been able to accomplish has positioned him among the greats of the culture. What do you think?

Check out the video below.