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THE HEART PART 5
PGLANG, Los Angeles / KENDRICK LAMAR / 2023
Overview
Credits
Overview
Why is this work relevant for Music Entertainment?
The Heart Part 5 explores the themes of incarceration, gun violence and poverty with lyrical precision that is dense, challenging Kendrick Lamar’s listeners to evaluate their own life and perspectives, as he simultaneously does for himself.
Background
The piece addresses historical hardships faced by the Black community and how the themes of incarceration, gun violence, poverty continue to manifest today.
Describe the strategy & insight
The video debut of The Heart Part 5 kicked off the momentum of the entire album Mr. Morale & the Big Steppers.
Describe the creative idea
With the technology of Deepfake, Kendrick morphs into different celebrities to remind us he is not above the critiques he gives to the community but shares these experiences with them, as he is “All of Us.”
Describe the craft & execution
The post production was a labor intensive and time detailed process over a period of several months in order to perfect the creative execution.
Describe the results
The video reached 42 million views on YouTube from May 8th in the 11 months it has aired.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Despite this harsh reality, Kendrick uplifts his listeners spreading a message of hope, further advancing the social justice conversation and encouraging them that it is possible to overcome these struggles and calls for a united community.
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