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Category
Music Videos
Annual ID
OS25_BE013S
Background
Kendrick Lamar is on top of the world. Having recently dominated the halftime show of the Super Bowl LIX and winning five Grammy Awards, Lamar is the epitome of the cultural zeitgeist. Always one for surprises, Lamar unexpectedly dropped a music video toward the end of November 2024 to his freshly released single ‘Squabble Up’. Directing the video, which was also kept secret from the industry at large, is one of Lamar’s frequent collaborators, Calmatic. Calmatic captured decades of Los Angeles history in a swift 2:45 minutes with a single location, static camera, and a traditionally minimalist production. Calmatic centers Kendrick as both the literal figure and centerpiece of the LA movement. With the release of ‘Squabble Up’, Kendrick Lamar remains central to a pivotal cultural moment as he continues to unite music, visual art, and storytelling on a global stage.
Creative Idea
Just like his reference-filled video for the 2024 hit “Not Like Us,” “Squabble Up” is full of nods to Black culture, with many of those nods being Los Angeles-specific. Kendrick, born in Compton, CA, infuses hyper-specific elements of West Coast culture into the heart and soul of the video. Choosing Calmatic to direct is another reverence to homegrown LA talent, as the filmmaker was also born and raised in South Central Los Angeles. Combining their shared experiences of the city that raised them, ‘Squabble Up’ features several homages, including one to Nate Dogg’s G-Funk Classics, Isaac Hayes’ Black Moses, 1993’s Menace II Society, and iconic TV variety series Soul Train‘s Scramble Board.
In addition to being an entertainment piece, ‘Squabble Up’ was the latest diss track against Canadian rapper Drake. Kendrick and Drake were engaged in a very public rap battle that spilled over into mainstream media, lighting up gossip sites and Reddit threads. Many elements refer to this ongoing feud. One example is a sign that reads “Drake’s DTwenty” (D20 means dice, meaning that it’s now Drake’s turn to make a move), and a book titled “How to Be More Like Kendrick for Dummies”. Many speculate this is a cheeky dig at Drake, further fueling their beef.
In addition to being an entertainment piece, ‘Squabble Up’ was the latest diss track against Canadian rapper Drake. Kendrick and Drake were engaged in a very public rap battle that spilled over into mainstream media, lighting up gossip sites and Reddit threads. Many elements refer to this ongoing feud. One example is a sign that reads “Drake’s DTwenty” (D20 means dice, meaning that it’s now Drake’s turn to make a move), and a book titled “How to Be More Like Kendrick for Dummies”. Many speculate this is a cheeky dig at Drake, further fueling their beef.
Insights & Strategy
The strategy behind the concept of ‘Squabble Up’ was for Kendrick Lamar to display his genius and simultaneously engage in the continuation of beef with Drake. The music video was intentionally filled with many references, which fans feverishly attempted to find the meaning of. The video's visuals are rich with storytelling, boasting layered scenes of Compton pride with nods to mainstream entertainment. One playful moment sees Lamar sitting with a hilariously self-aware book, How to Be More Like Kendrick for Dummies, before holding up a sign that reads, “Jesus Saves Gangsters Too!” The humor adds levity to the visual’s deeper themes, inviting fans to uncover the meaning behind every detail. Lamar pays homage to his hometown’s culture, including a sign for the Compton Christmas Parade and dancers performing local street gang walks. A retro photo booth scene adds nostalgic flair, while the Soul Train Scramble Board makes a surprise appearance, tying together past and present influences with finesse. This level of execution and intentional insight catapulted Kendrick and ‘Squabble Up’ to the heights of the cultural conversation.
Execution
Kendrick Lamar is known for his poetic subtleties, and the music video for 'Squabble Up' is a masterclass in execution. ‘Squabble Up’ contains multiple symbolic moments and Easter eggs while also celebrating and paying homage to both the culture and music of California, West Coast hip-hop, Black America, and more. The visually arresting music video is crafted by renowned Hungarian cinematographer Marcell Rév. The video is a testament to Rév’s ability to translate powerful music into equally compelling visuals, further amplifying Lamar’s lyrical depth and emotional impact. The set, while static, pays homage to the music video of "The Next Movement", from the Roots' album Things Fall Apart (1999), which is described as the epitome of 90s hip-hop music and culture distilled to perfection. Citing this as inspiration for the new generation, ‘Squabble Up’ delivers unforgettable visuals with a straightforward message. One of the most referenced images since the video’s release is the scene where Kendrick is holding a sign that reads "Jesus Saves Gangsters Too!”. This is a reference to an initiative by the Gangster Ministries movement, recognizing their work in the Crenshaw District in South Central, their involvement against community violence, and their fight for social justice. Elsewhere in the video, a street sign for the 105 Freeway and a sign for the Compton Christmas Parade is displayed, as well as several dancers performing various Compton street gang walks. From Kendrick’s performance to the choreography, art design, and set decoration, ‘Squabble Up’ is a great display of his genius.
Results
Calmatic, Kendrick, and team released the music video as a surprise to fans and the industry alike on Monday, November 25, 2024. Within hours, the music video racked up tens of millions of views. As of today, three months after its release, ‘Squabble Up’ is ranked #8 on YouTube’s top music video list with 45.5 million views and counting. Hot off the heels of his historic five Grammy Award wins, Kendrick performed 'Squabble Up' in his musical compilation during the Super Bowl LIX halftime show, which brought further attention to the song and accompanying music video. According to North County Public Radio, 'Squabble Up' climbed from No. 20 on the Hot 100 singles chart to No. 5 (https://www.northcountrypublicradio.org/news/npr/nx-s1-5300132/kendrick-lamar-s-super-bowl-performance-echoes-across-the-charts). Reports confirm that the viewership of this year's Big Game reached 127.7 million, the largest audience for a Super Bowl and for a single-network telecast in TV history.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Production Company
PRETTYBIRD / Culver City
pgLang / Los Angeles
project3 / Los Angeles
Post Production Company
Noise Studios
Sunset Edit
We're Super Excited!
Director
Charles "Calmatic" Kidd II
Director of Photography
Marcell Rev
Producer
Jamie Rabineau
Jason Baum
Sam Canter
Executive Producer
Dave Free
Kendrick Lamar
Candice Dragonas
1st AD
Kenneth Taylor
Barber
Chris Donato Smith
Choreographer
Charm La'Donna
Colorist
Mikey Rossit
Grooming
Pircilla Pae
Hair
Terry Hunt
Kendrick Lamar Stylist
Taylor McNeill
Make up
Camille Ariane
Nail Tech
Tracey Sutter
Production Designer
Carlos Laszlo
Record Label
Interscope Records / Santa Monica
Wardrobe Department Head
Karizza Sanchez
Wardrobe Stylist
Jessica Willis
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