The clip is basic: the rapper wears a white T-shirt and a bandana, as he belts out bars in his own manner, the focus is all content on his face, which with deepfake morphs into other black men, including Kanye West and Will Smith, Kobe Bryant, O.J. Simpson

Deepfakes – for those who don’t know- is a techonology that uses artificial intelligence to produce videos based on footage of a person whose face is digitally altered to look like someone else.

During the 5-minute duration of the clip, Lamar’s face transforms into the famous person he is referencing at that moment, creating a deep and complex audiovisual narrative that exemplifies the message he is delivering at that moment.

For example, when he talks about wanting to hurt others he takes on the features of Will Smith,

While instead becoming YE when he mentions his bipolar friends:

‘Bipolar friends, grab you by your pockets.

No opinion if you froze up, always play the offense’

In addition to these, Lamar also briefly imeprsona the legendary Lakers basketball player Kobe Bryant, who died prematurely in a tragic helicopter crash.

The minimalism of the scene – a crimson-colored wall – leaves no room for imagination, focusing solely on the powerful message: empathize with other people – without prevarication – while respecting everyone’s different point in life.

The video for ‘The Heart Part 5′ was produced by the studio of Matt Stone and Trey Parker, creators of the controversial South Park cartoon. Other collaborators on the track include Matt Schaeffer, Jake Kosich and Jonnhy Kosich, who are part of Beach Noise.

So what can we expect from the upcoming album?

The anticipation is indeed promising.

WORDS: Manuela Palma