The Oscars controversy may have been stealing the headlines lately, but the other Academy - the Recording Academy, that is - wants us to know that there’s still another award show around the corner. The 58th Grammy Awards kick off in just a few weeks, and will feature a number of high profile performances including lead nominee Kendrick Lamar. The marketing team behind this year’s celebration just reminded everyone of that with a neat little short film featuring Song of the Year nominee, 'Alright.'
Lamar and the Grammys collaborated on Compton, part of the “Witness Greatness” campaign that’s generating buzz for the ceremony in February. The three minute video showcases a number of residents from Lamar’s hometown in California rapping along to 'Alright.' Concluding with a special performance from Lamar and complete with stylish cuts and breathtaking aerial shots, Compton is a worthy addition to the rapper’s impressive videography. Witness greatness yourself by checking out Kendrick Lamar’s new Grammy promo below:
Kendrick Lamar - Compton
As you can see, the video is really well done and serves as a reminder of how much Kendrick Lamar values his community. It’s performances like this and songs like 'Alright' that have made the young rapper a figurehead of justice for so many African-Americans. It’s no surprise that many are pulling for him to clean up at this year’s Grammy awards.
Speaking of the Grammys, it’s a little bit obvious (in this writer’s opinion) that the Academy plans to reward Lamar come February. He’s up for 11 awards, including Artist of the Year, and this video seems to indicate that he’s on track to win at least half of them. If the Grammys are advertising Lamar as “greatness,” then surely they recognize his talent as well. After all, his latest album - To Pimp a Butterfly - has been hailed as one of the best hip-hop albums in recent memory, and it figures to be a travesty if Lamar’s achievements are ignored like they were back in 2014.
One thing is for sure: the stage is set for Feb. 15, when the Grammys air live on CBS. Be sure to tune in then!
