KENDRICK LAMAR’S ‘THE HEART PART 5’ VIDEO KICKS OFF PARTNERSHIP WITH ‘SOUTH PARK’ CREATORS TREY PARKER AND MATT STONE

By Jem Aswad for Variety May 9, 2022

It took a village to create Kendrick Lamar’s mind-melting new video for his song “The Heart Part 5,” which on the surface is just him performing in front of a red backdrop until you realize that his face deepfakes into those of OJ Simpson, Jussie Smollett, Nipsey Hussle, Kobe Bryant and Kanye West (who, ironically, himself dropped a video the same day using deepfake technology).

While the video was directed and executive produced by Lamar and longtime creative collaborator Dave Free and features a host of creative collaborators (listed below), the deep fake is credited to Deep Voodoo, a studio launched by “South Park” creators Trey Parker and Matt Stone to specialize in the technology — and the “The Heart Part 5” video appears to be the first fruit of a partnership between Lamar’s PGLang company and the “South Park” founders’ Park County banner to produce a new feature film for Paramount Pictures. (Lamar, Parker, Stone and reps for PG Lang and Deep Voodoo all declined Variety’s requests for an interview about the video.)

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