Kendrick Lamar’s 'Not Like Us' music video pays homage to Latino style and culture

Over the 4th of July, Pulitzer Prize-winning rapper and Compton native Kendrick Lamar released the long-awaited music video for his diss track "Not Like Us" aimed at his rival Drake.

Since its musical release, "Not Like Us" has garnered widespread acclaim for uplifting Black culture in South L.A. Lamar is known for his deep connection to his hometown of Compton and continues to celebrate the city through references in his music. His album "good kid, m.A.A.d city" particularly explores his upbringing in Compton and how he navigated Los Angeles gang culture throughout his young adulthood.

Directed by Lamar and Dave Free, "Not Like Us" was filmed at various Compton locations, including Compton City Hall and the beloved Tam’s Burgers on Rosecrans Avenue. The music video also features cameos from producer Mustard, who also created the beat for "Not Like Us," Tommy the Clown, and Compton-born NBA player DeMar DeRozan. 

Lamar highlights elements of Latino culture in the music video, turning it into a symbol of cultural empowerment for communities of color in Southern California. In the opening of the video, Lamar sits in a room full of other dancers with chairs arranged in rows. He can be seen wearing a white tracksuit designed by Willy Chavarria, who is currently the Senior Vice President of Design at Calvin Klein.

Chavarria's designs often draw inspiration from his Mexican American background, blending elements of traditional L.A. attire with contemporary streetwear aesthetics. His use of neutral tones and distinctive oversized silhouettes not only pays homage to his cultural roots but also challenges conventional norms in the fashion industry. 

Near the 1:37 mark of the music video, there is a scene where Lamar is energetically swinging a bat at an owl-shaped piñata, a beloved and traditional party activity in Mexican culture. The vibrant piñata symbolizes the iconic OVO owl, which holds significance as the emblem of a brand established by Drake, adding an extra layer of depth and meaning to the visuals.

In the music video, Lamar is seen dancing in front of Compton City Hall while wearing a black "Ghetto Rodeo" hat. The independently owned streetwear brand has been successful in its local community, but its popularity has soared since the release of the video.

Ghetto Rodeo was founded by Brian Saucedo in 2021, inspired by the passing of his older brother. The Latino-influenced clothing brand sells apparel that honors elements of L.A.'s Chicano street culture, including t-shirts with phrases such as "Brown Excellence" and "Un Rodeo En El Barrio." They currently have an in-store location in mid-city (5029A W Jefferson Blvd., Los Angeles 90016) where they sell merchandise. 

Saucedo has commented on Lamar representing the brand in his music video, stating "the fact that it’s being worn by none other than Kendrick himself, it’s just, it’s a huge honor for him to be wearing it." 

There is a significant Latino population in Compton. Over the years, Compton has become increasingly diverse, with Latinos comprising a notable portion of its residents. The Latino community in Compton contributes to the city's cultural fabric, adding to its diversity alongside African American and other ethnic groups. This demographic diversity is often reflected in various aspects of community life, including cultural events, businesses and community organizations within Compton.

The 'Not Like Us' music video offers a window into the Compton experience, capturing the essence of identity and belonging that Black and Latino communities experience. Through evocative imagery and choreography, it portrays scenes that resonate deeply with audiences worldwide.