Kendrick Lamar Motivates the Youth in “Hard Work” Video

It's common for movies to release "for your consideration" ads to increase their Oscar odds, and considering the Grammys' history with rap and Kendrick Lamar, something similar may be in order for the rapper's road to the awards ceremony next year.

In 2014, the Grammys committee awarded Macklemore the Best Rap Album over Kendrick's good kid, m.A.A.d. city, but rectified the choice by awarding Lamar 11 nominations for next year's awards. In the above video, in support of those 11 nods, Kendrick can be seen throughout the city, recognized for his talent and achievement, but above all else, his hard work.

Whether it be homies on the court, fans in the street or unsuspecting bodega patrons, everyone in the above video has something to say about Kendrick's To Pimp a Butterfly. The project earned top Grammy nods for Album of the Year and Song of Year for "Alright." Given the 2014 Rap Album of the Year outcome and the fact that To Pimp a Butterfly was recognized as a top album regardless of genre, it is expected that Kendrick will at the very least win the Grammy for Rap Album of the Year this year, besting J. Cole's 2014 Forest Hills Drive, Dr. Dre's Compton, Drake's If You’re Reading This It’s Too Late and Nicki Minaj's The Pinkprint. 

Throughout the "Hard Work" video, Kendrick remains humble, teaching his younger companion that hard work is the most important factor to success.

Kendrick won two Grammys at last year's ceremony: Best Rap Song and Best Rap Performance for "i" the lead single off To Pimp a Butterfly.

See Best Rap Performance Nominees & Winners at the Grammys Over the Years