Interview: Director Alexandre Moors Details Kendrick Lamar’s ‘i’ Music Video


By now TDE’s Kendrick Lamar has proved that he’s lyrically and introspectively above a majority of his hip-hop contemporaries. Just when egotistical hip-hop songs and murder raps seemed like they would run 2014, K.Dot chin checked our self-esteem by dropping the moving track “i,” which has been scooped by the NBA as the soundtrack for 2014-15 season. As if just the track wasn’t enough to get the people amped about self-love, K. Dot recently linked with the prolific video director Alexandre Moors for the song’s gripping visuals to literally wake up the people. VIBE caught up the European born, Brooklyn transplant — who has worked with Jay Z, Beyonce, Kanye West, Wale and Miguel — to get the inside scoop on his and K.Dot’s 1970’s inspired music video. VIBE: So, how did you end up working with Kendrick Lamar on the “i” video? Alexandre Moors: Well, time was running out. [TDE] had an idea and just needed a collaborator to run with it. And, they called me. How involved was Kendrick in the creative process ? Kendrick was very involved in the process. I worked with Dave Free — and The LIttle Homies (Dave Free is TDE’s president). Dave had great input. And, they wasted no time. It was a straightforward process — a very instantaneous process. The only thing that I was worried about was fitting all of their concepts into one video. They had so many ideas that we could have did about five or six videos. Can you explain why Kendrick is running through the streets in the video? The main feeling of the song is how to overcome doubts, fears and pressures — and how one can drown from personal feelings. The concept of the video is Kendrick waking up the people. He’s doing it for himself and others. That’s why the people are following him. I was trying to find the right tune. I didn’t want it to be a happy-go-lucky video. Dope. So, what’s with him getting his hair braided in the club? I’m not sure. That’s some something that he came up with. What else from the video was specifically K. Dot’s idea? How his head is hanging out of the taxicab toward the end of the video. He was inspired by the infamous Joker scene from Batman. Where was the video shot? We did the video in two days. It was filmed in L.A. — in the Valley and some in Downtown. I’m very pleased with the outcome of the video. It’s a very uplifting message. Click Here–> 9 Reasons Why Kendrick Lamar’s ‘i’ Video Makes A Decent Song Great