Kendrick Lamar season has officially begun. The rapper's long-awaited fifth album, Mr. Morale & the Big Steppers, finally arrives this Friday, and he kick-started his rollout on Sunday with a new song and video for “The Heart Part 5,” a new entry in the series of songs he began back in 2010. The video begins simply enough, with Lamar looking slightly off camera against a maroon backdrop and rapping, “As I get a little older, I realize life is perspective.” That, and a message before the video that reads “I am all of us,” takes on different meaning around the 1:45 mark, when Lamar turns toward the camera and his face morphs into…O.J. Simpson's. This continues for the rest of the video, with him taking on the visages of Kanye West, Jussie Smollett, Will Smith—all notably in the news for recent problematic behavior. The transformations appear to correlate with the lyrics: O.J. appears as Lamar interpolates a classic Jay-Z line, who of course made “The Story of O.J.,” there's a bipolar mention when Ye appears, and the lyric “in the land where hurt people hurt more people” occurs when Smith appears.