Kendrick Lamar video featuring Compton highlights Grammy’s ad campaign
In the video, Compton residents, including Mayor Aja Brown, are shown performing lyrics from Lamar’s track “Alright” in spoken word style
Kendrick Lamar video filmed in Compton features Compton mayor, residents performing his ‘Alright’ track, centerpiece of Grammy Awards campaign
COMPTON (MNS) — One of Compton’s Own is giving props to his roots as no one else could.
Compton native son and multiple Grammy nominee Kendrick Lamar is celebrating the greatness of his hometown in a new short film. The feature is part of the “Witness Greatness” ad campaign launched to build hype for the 58th annual Grammy Awards being presented Feb. 15.
In the Kendrick Lamar video, Compton residents, including Mayor Aja Brown, are shown performing, in spoken word style, a mashup of lyrics from Lamar’s track “Alright.” The video brings a cinematic feel to cruising the streets of the Hub City, as the track’s gritty refrain communicates an optimistic, can’t-hold-me-back vibe. The video is said to be a preview of Lamar’s Grammy-night performance from the parking lot of the Staples Center in Los Angeles, site of the awards show.
The 58th Grammy Awards ad campaign celebrates Lamar and several other nominees who will be performing live on the awards show. Snippets of the Lamar film and the films of other Grammy nominees are used as elements of television spots airing in the days leading up to the award event.
“This year’s campaign celebrates that greatness: what it takes to achieve it, how to maintain it and the effect it has on everyone.” said Jason Karley, creative director of TBWA\Chiat\Day LA, the agency that created the campaign.
Lamar is this year’s most-nominated Grammy Awards artist, with 11 nominations including his “To Pimp A Butterfly” collection having been nominated for Album of the Year. The track “Alright” is nominated in four categories: Best Music Video, Song of the Year, Best Rap Performance, and Best Rap Song.
The 58th Annual Grammy Awards can be seen Feb. 15 on CBS2 / KCAL9 from 8–11:30 p.m. The proliferation of social media spoilers of past award show results has moved The Recording Academy to broadcast the show live to both east and west time zones.