Watch: Kendrick Lamar's New Video for 'i'
    • TUESDAY, NOVEMBER 04, 2014

    • Posted by: Leanne Heidenberg

    A rapper sampling a catchy riff from the dawn of rock & roll is not anything new to hip hop. In fact, it's a pretty established tradition. From classics like The Notorious B.I.G. classic "Mo Money Mo Problems"–which samples Diana Ross's even more classic Classic "I'm Coming Out"–to Jay Z and Kanye sampling soul great, Otis Redding's rendition of "Try a Little Tenderness" in their colab "Otis," rappers are drawn to the catchy hooks of the past.

    Kendrick Lamar's new feel-good-groove, "i" keeps this tradition strong by perfectly pairing the smooth guitar of the Isely Brothers' Motown hit, "That Lady" with his the good vibes radiating from his verse. Supposedly, Lamar approached one of the legendary musicians and personally asked permission to sample the track, and thank god he did. The funky disco tune emphasizes his positive message: "I love myself".

    The video follows Lamar dancing through the streets, moving past violent scenes of physical violence and attempts at of suicide, as he picks up a following and ultimately leads the people to a chill rooftop dance party. The whole time reiterating, "I love myself". Check out the video for this after hours jam here:

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