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Immersive Cinema: Experience Kendrick Lamar’s Origin Story

by e.m.i., Digital Content Manager

7/26/2024

The Culture: Hip Hop and Contemporary Art in the 21st Century , Kendrick Lamar , Kahlil Joseph , m.A.A.d , Good Kid M.A.A.D City , video , video art

Kendrick Lamar is easily one of the greatest rappers of all time. His star rose to new heights this year as he beat out another top rapper, Drake, in a legendary rap beef. But being #1 is nothing new for Kendrick.

Kendrick first reached the top with his 2012 concept album, Good Kid M.A.A.D City. The album, described by its cover art as “a short film by Kendrick Lamar,” is a cinematic exploration of his hometown of Compton, California, the people who live there, and their stories. It premiered at #2 on the US Billboard 200, bringing Kendrick four Grammy Award nominations and a triple platinum certification.

Good Kid M.A.A.D City made me fall deeper in love with hip hop. When I heard there was a short film that told more of the story, I had to know more. But the film, m.A.A.d (2014), by filmmaker Kahlil Joseph, was hard to find, premiering at a small gallery in Los Angeles and making stops at the Sundance Next Fest and Art Basel before it was ultimately donated to the The Museum of Contemporary Art, Los Angeles (MOCA). You had to be there to see it.

But now, m.A.A.d. has come to us, and is on view in The Culture: Hip Hop and Contemporary Art in the 21st Century. The film is just as cinematic as the album it’s based on. We see the neighborhoods of Compton, Rosecrans Avenue, and other locations from the album. We hear fragments of Kendrick’s now-legendary songs, including "Sing About Me, I’m Dying of Thirst” and "Poetic Justice." Joseph assembles an experience textured with emotion, depicting life and death, beauty and pain, and conflict and peace.

Though m.A.A.d. is available online, the version you will find is limited to half the experience. The film is meant to be shown on two screens, which can only be seen in person. "I encourage you to let that piece wash over you," said Helen Molesworth, previous chief curator of MOCA under whose tenure m.A.A.D. was acquired for her museum. And if you’re feeling adventurous, stand in the “sweet spot” between the speakers and the screens for a truly immersive, one-of-a-kind experience.

The Culture: Hip Hop and Contemporary Art in the 21st Century tells the story of hip hop through art, fashion, and Black genius. The exhibition is on view through September 29, 2024.