The mantra behind the production of "ELEMENT.," the new music video from Kendrick Lamar, seems to have been taken from the song itself: "If I gotta slap a pussy-ass nigga, I'ma make it look sexy." The video, directed by Jonas Lindstroem and the little homies (Kendrick Lamar and Dave Free), is yet another incredible visual in the run of music videos from DAMN., Lamar's excellent new album. "ELEMENT." opens with a hand emerging from a body of water, as if attempting to escape from the wave of violent imagery that follows: a man covered in gore lying on the street, children watching a house burn, friends fighting while others film. There are gentler moments, but they mostly serve to make more resounding the video's already powerful depiction of violence in mundane and remarkable incarnations. Watch above, then see clips for "DNA." and "HUMBLE."
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