Kendrick Lamar launched the music video for “Not Like Us” to a voracious viewers on the Fourth of July, and like virtually all the things else the Pulitzer-winning rapper has put out since March, it’s a closely coded assortment of disses and jokes on the expense of his Canadian rival, Drake.Lamar’s almost six-minute video, which comes throughout a months-long escalation within the feud between the 2 rappers, topped YouTube’s music trending record with over 17 million views as of Friday afternoon. The monitor — wherein Lamar calls Drake a “colonizer” and claims he makes use of “false road cred” to attempt to slot in with different business rappers — had already topped the Billboard Scorching 100 chart in Could, when many declared Lamar the winner of the meat. He’s since celebrated his victory with a present in Inglewood, Calif., on Juneteenth, whereas Drake deleted his Instagram posts concerning the beef after dropping his newest diss monitor in early Could.However as rap followers started working decoding Lamar’s new video, it grew to become clear he wasn’t almost carried out dunking on Drake. Right here’s a information to the references and insults tucked into the video.Owls are a mascot of kinds for Drake, who based the OVO Sound document label and OVO life-style model. (Be aware how the letters appear to be an owl emoji.)Sadly for Drake, Lamar additionally has entry to owls, and he actually put them by it for his music video.He whacks an owl piñata with a stick till it explodes in a single scene, whereas a disclaimer on the display makes enjoyable of “OVO” with an insult we are able to’t print right here.Then, towards the top of the video, Lamar stares at a caged owl. The background music stops as he walks off-screen and the chook turns to the digital camera, on their own.Lamar’s youngsters and fiancée Whitney Alford make a pointed cameoDuring a very heated level within the feud, in early Could, Drake launched a seven-minute diss monitor referred to as “Household Issues” that included unsubstantiated claims of Lamar abusing his fiancée, Whitney Alford. The track additionally urged that Dave Free, Lamar’s longtime inventive collaborator, was the precise father of considered one of Lamar and Alford’s youngsters.Lamar responded to these allegations by having Free co-direct his new music video, which included a scene the place Alford, Lamar and their two younger kids dance in a lounge to lyrics clearly aimed toward Drake: “The household matter and the reality of the matter / It was God’s plan to indicate y’all of the liar.”Drake isn’t alone in tossing severe accusations round throughout the rap beef. “Not Like Us” included a number of strains suggesting, with out citing proof, that Drake is a pedophile. Lamar doubled down on them within the video, taking part in hopscotch in a single scene whereas he raps: “Ain’t you drained? Tryna ring a bell, and it’s most likely A-Minor.”Push-ups, Tam’s Burgers and different hidden messagesLamar was additionally filmed doing push-ups on cinder blocks, an obvious response to Drake’s diss monitor “Push Ups,” which attacked Lamar’s inventive integrity.So as to add flourish, Lamar additionally peppered the video with nods to his Compton, Calif., roots. Compton-born NBA star DeMar DeRozan made a cameo, as did Los Angeles-raised dancer Tommy the Clown. Crowds of individuals and dancers within the video go to native landmarks such because the Compton Courthouse and Tam’s Burgers.Lamar additionally regionally sourced a few of the style, together with a hat designed by Ghetto Rodeo and Kaló Soil in addition to a sweatshirt by Kaló Soil.