section_path: Music video/Production
section_name: Production
paragraph_text: Production
  
  Dave Free and Lamar directed and executive produced the music video for "Not Like Us". Charm La'Donna handled the choreography and is also credited as the associate producer. In commemoration of American Independence Day, the music video was released on July 4, 2024, at approximately 3 p.m. PT. Four still images from the video were leaked to social media a day prior. CNN and NME noted widespread anticipation for the video up to its release; Billboard called it "the most anticipated video of the year so far". By the morning after, the video had reached over 13 million views on YouTube, and by that afternoon, the number reached over 17 million.
  
  The music video contains complex symbolism, innuendos, euphemisms, double entendres, and easter eggs; each ripened for fan interpretation. Parts of the visuals were filmed on June 22, 2024, across multiple locations in Lamar's hometown of Compton, California and Los Angeles. PGLang, Lamar and Free's production company, enlisted the Los Angeles County Sheriff's Department for increased security. Deputies monitoring the production, which over 1,000 fans witnessed, were reportedly paid $120 an hour. A number of celebrities made cameo appearances in the music video, including Jay Rock, Schoolboy Q, Ab-Soul, Anthony "Top Dawg" Tiffith, Terrence "Punch" Henderson, Anthony "Moosa" Tiffith Jr., Mustard, Dave Free, Tommy the Clown and the Hip Hop Clowns, Charm La'Donna, DeMar DeRozan, YG, Roddy Ricch, Steve Lacy, JasonMartin, Thundercat, Brandon T. Jackson, Hit-Boy and his father Big Hit, Storm DeBarge, Kida the Great, and Taiwan Williams, among others.
  
  Dave Free and Lamar directed and executive produced the music video for "Not Like Us". Charm La'Donna handled the choreography and is also credited as the associate producer. In commemoration of American Independence Day, the music video was released on July 4, 2024, at approximately 3 p.m. PT. Four still images from the video were leaked to social media a day prior. CNN and NME noted widespread anticipation for the video up to its release; Billboard called it "the most anticipated video of the year so far". By the morning after, the video had reached over 13 million views on YouTube, and by that afternoon, the number reached over 17 million.
  
  The music video contains complex symbolism, innuendos, euphemisms, double entendres, and easter eggs; each ripened for fan interpretation. Parts of the visuals were filmed on June 22, 2024, across multiple locations in Lamar's hometown of Compton, California and Los Angeles. PGLang, Lamar and Free's production company, enlisted the Los Angeles County Sheriff's Department for increased security. Deputies monitoring the production, which over 1,000 fans witnessed, were reportedly paid $120 an hour. A number of celebrities made cameo appearances in the music video, including Jay Rock, Schoolboy Q, Ab-Soul, Anthony "Top Dawg" Tiffith, Terrence "Punch" Henderson, Anthony "Moosa" Tiffith Jr., Mustard, Dave Free, Tommy the Clown and the Hip Hop Clowns, Charm La'Donna, DeMar DeRozan, YG, Roddy Ricch, Steve Lacy, JasonMartin, Thundercat, Brandon T. Jackson, Hit-Boy and his father Big Hit, Storm DeBarge, Kida the Great, and Taiwan Williams, among others.