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Yep, Kendrick Lamar's 'King Kunta' Video Was Meant To Be Instagram Ready

K. Dot also aimed to recreate a Dr. Dre classic.

When Kendrick Lamar premiered his "King Kunta" music video on Wednesday (April 1) on the streets of New York, fans may have noticed that the whole thing was shot in a square format.

Some astute fans may have guessed it was due to Instagram and yep, those fans were right, according to Director X.

"It’s a new age man. Instagram and all that. We’re in a new age of aspect ratios and you’ve gotta embrace that," the director told Complex. "So we played with aspect ratios, new filters, everything. So we wanted to play to that this time around."

Fans are already using the video as intended, he said.

"It’s exciting to me to see people sharing clips of the video on social media and it’s in that aspect ratio," he added. "[It was my idea] to shoot in that format. That’s something I’m definitely going to be playing around with on all of my videos going forward."

Besides Instagram, the video was also inspired by Dr. Dre.

"From what I understand, they went in wanting to recreate the 'Still D.R.E.' video, which is like a trademark for West Coast visuals," X explained.

Mission accomplished.

We caught on to the West Coast classic vibes of the "King Kunta" clip. When K. Dot spoke with MTV News, he mentioned that it was inspired by the "California Love" remix video that he saw being filmed when he was a kid.

“I just went back to that same Compton Swap Meet, jumped on the roof of the Compton Swap Meet and shot ‘King Kunta’ there,” K. Dot said. “And all them kids was out looking and a good friend of mine said, ‘You was one of them kids looking at ‘Pac when he was up here doing that; now they’re looking at you.'"