Kendrick has been a ball of fire with no sign of extinguishing anytime soon. After breaking the internet (and the radio for that matter) with the release of his single HUMBLE, his highly anticipated album, DAMN, was just released on Good Friday. Hip-hop heads trolled Itunes and the Internet early Sunday morning in hopes that the G.O.A.T. would be releasing a rumored second album, before his Easter performance at Coachella. Though there was no second album, Kendrick gave us a day to take in the weekend’s events before he dropped his second video off the album, DNA.
Similar to when Lebron gave a snippet of the ELEMENT through social media, Kendrick let Hollywood actor, Don Cheadle released the video via Twitter. Directed by Nabil, Dave Free, and Kendrick, Don Cheadle plays a detective battling and questioning Kendrick in an interrogation room.
I really like the way Kendrick is marketing this album. A lot of celebrities have taken on the Beyoncé approach and dropping all their videos on the album at one time. By not doing it that way, Kendrick can maintain the hype surrounding the new album by continually dropping new material sporadically. Make sure to check out the whole album DAMN. in full on Itunes now!