He landed eight MTV Video Music Award nominations thanks to his “HUMBLE” video, and Kendrick Lamar might garner more praise thanks to his new trippy video for his new single “LOYALTY”. The music video also includes multiple-Grammy-winner Rihanna, 29, who looks exceptionally divine in the 30-year-old’s latest piece.
Kendrick Lamar and Rihanna make a seriously dynamic duo in “LOYALTY.” Together, they fend off literal street sharks, muscular hitmen and the occasional murder attempt.
Helmed by director Dave Meyers & the little homies, the video conjures the feeling of a film noir. Gyrating women, street fights and dangerous anti-gravity chambers abound in the high-action clip.
In one particularly arresting scene, Mr Lamar dangles Rihanna over the edge of a city high rise, lights glowing around them as they continue to lock eyes and spit verses. As he says ‘trust me,’ he appears to drop Rihanna off the edge of the building.
But again, the innovative video delivers an unexpected twist, as the first man to lunge toward the singer sinks into the concrete as though it were quicksand designed and conceptualized by Production Designer Alec Contestabile.
In the next scene, Kendrick stands by and watches while Rihanna, who’s clad in a white number with open lacing up the side which exposes her naked hip, talks to a man in a car.
“LOYALTY.” is the fourth single off Lamar’s latest album, in which he teased the artistically symbolic “HUMBLE.” Kendrick Lamar is currently on tour to promote his best album yet, DAMN.