Each vinyl copy of DAMN. will be autographed by Kendrick. As with "HUMBLE.", the first video released from the LP, the visuals for "DNA." are jarring and compelling. Kendrick is hooked up to what looks like a polygraph machine, and seems in a trance.
But before you do any of that, you should check out the latest video for the song "DNA" - it's from the new album (the second track) and it's a relentless, repetitive song.
As soon as Cheadle's character tries to switch on the lie detector test, he immediately spazzes and channels Lamar spitting all the hard-hitting bars from the DAMN. cut. Through mysterious means, Cheadle then starts to rap along to "DNA" before Lamar joins in and the two start trading lines back and forth. While the song can be heard as a more general critique of insincerity and inherited privilege ("Heritage inside your DNA / Backbone don't exist [.] / See, my pedigree most definitely don't tolerate the front"), the video more specifically rips apart media dishonesty.
Kendrick Lamar's dedication to aesthetic has largely paid off in the global recognition of his conceptualised albums, with each record marking the beginning of a new era and story.