This music video promotes Kendrick Lamar's song "Backseat Freestyle" and targets males aged 19-30. The narrative follows Lamar as he refuses to conform to the pressures of others in the backseat of a car. He does not want to end up like his "palls" who just smoke weed. The black and white cinematography aims to convey frustration but also understanding. The selling point is the interesting song that viewers can purchase.