They intertwine an audio clip of “loving me is complicated” in the background before our ears are filled with Kendrick’s horrifying scream from “U.” Both screams are used during a strange shot of a black ceiling with mini lights glowing. Zooming in on the Port of Oakland, boats at sea, a neighborhood cloaked by smoke and sky scrapers. The first 30 seconds is completely b-roll footage that’s made into a slideshow of deserted locations, bleak and almost apocalyptic imagery. It’s a black and white tone with a deep contrast that gives off a gorgeous yet ominous ambiance. “The earlier stages we were just really grinding through.The video begins with a wide angle shot of the Oakland Bay Bridge in a color that can only be described as dark sky paradise (you’re welcome Sean). “I would say about eight years ’til we figured out what not to do,” Free said last year. TDE grew slowly before achieving a mainstream breakthrough with Lamar’s multi-platinum good kid m.A.A.d city. Free was also a gifted producer - “Dave has one of the best ears for finding samples that nobody would ever ever listen to,” the producer Sounwave said in 2012 - and he became president of TDE in 2007.
Free met Lamar when the two were in high school according to Forbes, he later found an excuse to play Lamar’s music for Tiffith while attempting to fix his broken computer. Last year, Free also announced his intention of “getting heavy into the film game.”Īnthony “Top Dawg” Tiffith founded TDE more than a decade ago. He is helping the rising rapper Baby Keem, whose July album Die for My Bitch has amassed more than nine million streams to date. Sources said Free has been working on his own for several months. Dave Free is no longer working with Top Dawg Entertainment - the label known for elevating the careers of Kendrick Lamar, SZA, and Schoolboy Q - according to two insiders with knowledge of the move who spoke on the condition of anonymity.
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