Kendrick Lamar has released a music video for his song 'King Kunta', which features on his new album 'To Pimp A Butterfly'.
The interesting thing about this video is that it follows suit with most West Coast videos, but uses a square shaped frame (as opposed to the typical widescreen/rectangular shape of most modern videos).
In a recent interview with Complex, Director X, explained this frame choice: "It’s a new age man. Instagram and all that, we’re in a new age of aspect ratios and you’ve gotta embrace that. So we played with aspect ratios, new filters, everything. So we wanted to play to that this time around. It’s exciting to me to see people sharing clips of the video on social media and it’s in that aspect ratio. [It was my idea] to shoot in that format. That’s something I’m definitely going to be playing around with on all of my videos going forward."
Check out the 'King Kunta' video below...