Kendrick Lamar's new album cover does more than just debut the project's cover art.
. But, that's not the only thing he dropped. On the cover for his highly-anticipated follow-up to 2017's , Lamar, who is wearing a roped crown with thorns on his head, is seen holding his daughter, who's now almost 3, while his fiancée, Whitney Alford is sitting on a bed, cradling a newborn.
After a few moments, as Lamar raps, the video them employs some impressive Deepfake visual trickery, as the artist's face visually morphs into a number of other public figures, beginning with O.J. Simpson. Throughout the track, Lamar morphs from Simpson to Kanye"Ye" West, then into Jussie Smollett. After transforming back to himself, he then pulls off another notable facial change as he turns into Will Smith.
The last two transformations see Lamar morphing into the late Kobe Bryant, before later becoming the late Nipsey Hussle, for a powerful and haunting conclusion to the evocative video. Lamar's forthcoming album marks his first since the release of his best-selling and critically acclaimed album went on to win Best Rap Album at the 2018 GRAMMY Awards, and became the first rap album to ever
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