Kendrick Lamar "King Kunta" (Director X, dir.)

"King Kunta" may have premiered on a Times Square gynormotron, but the 1:1 aspect ratio and a warm and fuzzy film vibe is more fitting for an intimate Instagram video. And perhaps that's why it works so well: Kendrick Lamar and director Director X are going big and throwing out lyrical/visual reminders of the golden age of West Coast rap, but at the same time keeping it local to the Compton locations and people that still mean the world to the new reigning king of the scene.