Kendrick Lamars new King Kunta video is touted as one of the most talked about videos this year. Kicking off to a fantastic start the video garnered over 1.1 million views in the first 24 hours itself and it currently as 1.9 million with over 110 mentions with 93% of the same in a positive light.

This is Lamars best video release thus far out performing Poetic Justice, I and Swimming Pools. King Kunta has one of the highest viewership rates third after Eminems Rap God and Survival. The video is also trending n Twitter with over 3.2K impressions each for the hastags #kingkunta and #kendricklamar.

Speaking about the video Director X said, "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."

The video has a distinctively authentic feel to it attributed to ‘real people’ featured in it. "The guys are all friends," he explained. "The girls [in the backseat were] cast, but with the neighborhood in mind. It’s a hood video. We wanted girls who looked like they belong, girls that look good but not straight-up models, real girls. And as you saw those girls are definitely thick, definitely have a few moves.”

Speaking on the single, Lamar said “I’ve been called many things growing up. In the state of just being a black man, I’ve been called many things. From my ancestors, they’ve been called many things. But it’s taking that negativity and being proud of it and making it to your own. Saying I am a king no matter what you call me.”

Kendrick Lamar’s third studio album ‘To Pimp a Butterfly’ is available in physical and digital formats under Universal Music India.