Kendrick Lamar has kickstarted his partnership with the creators of South Park, Trey Parker and Matt Stone, who collaborated with him on the video for ‘The Heart Part 5’.
The video was directed and executive produced by Lamar with assistance provided on the project by Parker and Stone’s studio, Deep Voodoo. They helped with the deepfake element, and Kendrick’s face is blended with OJ Simpson, Jussie Smollett, Nipsey Hussle, Kobe Bryant and Kanye West.
It’s believed they have more major projects to follow, including a live-action comedy which was announced earlier this year. They planned to begin production this spring and hope to make light of a challenging topic.
The untitled film stars a young Black man working as a slave re-enactor at a history museum who finds out that his family’s ancestors were once owned by his white girlfriend’s.
Paramount Pictures is taking care of distribution, and their streaming service Paramount+ has also acquired streaming rights.
Brian Robbins, president and CEO of Paramount Pictures, said in a statement, “On behalf of Paramount Pictures and the wider ViacomCBS family, we look forward to ushering in the first theatrical collaboration from these creative visionaries, and galvanizing audiences worldwide around a powerful storytelling experience.”
Watch the video for ‘The Heart Part 5’ below.