The Latino-owned, L.A.-based Ghetto Rodeo brand is featured in new “Not Like Us” music video, part of the Grammy-winning rapper’s ode to the West Coast.
Ghetto Rodeo, the Latinx-owned and L.A.-inspired clothing brand, made a special appearance in Kendrick Lamar’s “Not Like Us” music video, prompting a roar of approval from the team behind the apparel line.
Lamar co-directed the video with David Free, and released it Thursday on YouTube. It has been viewed more than 19 million times since its posting. The video is the latest update in the rift between Lamar and Canadian rapper Drake, following a Juneteenth concert at the Kia Forum, “The Pop Out: Ken & Friends,” where Lamar performed his dis track “Not Like Us” six times consecutively.
Toward the end of the music video — about four minutes and 40 seconds in — the Compton rapper is seen dancing with fans and donning a cap with the words “Ghetto Rodeo.” The cap is a collaboration piece, titled “God,” between the brand Kaló Soil, another L.
