Kendrick Lamar and SZA just dropped a romantic bombshell with their new music video for “Luther,” and the numbers are wild. Not only did the visual rack up 5.3 million YouTube views in its first 24 hours—making it the fastest R&B song to hit that milestone in 2025—but it also crushed Drake’s “Nokia” video, which managed 2.1 million views in its debut week. Let’s break down why this collab is dominating the charts and the conversation.
By the Numbers: “Luther” vs. “Nokia”
- 7-Hour Smash: Within just 7 hours of release, “Luther” hit 2.3 million views, overtaking Drake’s “Nokia” (2.1M) to become the 5th biggest YouTube debut for a hip-hop artist this year.
- 24-Hour Reign: By the end of Day 1, the video soared to 5.3 million views, securing the #1 trending spot on YouTube and setting a new record for R&B tracks in 2025.
- Chart Domination: The song itself isn’t new—it’s been ruling the Billboard Hot 100 for 7 consecutive weeks, thanks partly to Kendrick and SZA’s show-stopping Super Bowl halftime performance.
Meanwhile, Drake stans are left scrambling as Kendrick quietly flexes his viral power. Fans online are split, with one user joking, “Drake’s gonna blame bots for this”, while others praise Kendrick’s “authentic” approach to drops: no ads, no countdowns—just a random Friday surprise.
Inside the “Luther” Video: Love, Architecture, and a Drake Jab?
Directed by Karena Evans (known for Drake’s “In My Feelings” and “God’s Plan”), the video is a moody, romantic masterpiece. Here’s the vibe:
- Two Love Stories: Kendrick and SZA are shown with separate love interests—a rare choice that avoids clichés. SZA struts through brutalist hallways, while Kendrick rolls up in a vintage Buick GNX, draped in red cloth.
- Nostalgic Samples: The track samples Luther Vandross and Cheryl Lynn’s 1980s classic “If This World Were Mine,” which plays in full at the video’s end—a nod to the song’s soulful roots.
- Subtle Shade?: Hiring Evans, Drake’s frequent collaborator, feels like a cheeky power move amid their ongoing feud. Kendrick’s team hasn’t commented, but fans called it “mind games”.
The visuals mix bold colors and black-and-white scenes, capturing quiet, intimate moments—like SZA smoking outside a building while Kendrick dances in an empty room. It’s less flashy, more feelings. I also noticed that the location of this video was the same place where the GNX Teaser (or what we fans call the sample ‘Bodies’ was filmed).
Why “Luther” Can’t Lose
The track’s success is no accident. It’s the crown jewel of Kendrick’s surprise 2024 album GNX, which debuted at #1 on the Billboard 200 and spawned 12 Hot 100 entries (5 in the top 10). Add SZA’s silky vocals and a timeless sample, and you’ve got a recipe for a record-breaker.
And the timing? Perfect. The video dropped just 8 days before their joint Grand National Tour kicks off in Minneapolis (April 19), with stops in Atlanta, L.A., and Europe. Expect “Luther” to stay on repeat—both online and onstage.
Final Take
Kendrick and SZA didn’t just drop a video—they dropped a statement. While Drake’s “Nokia” had its moment, “Luther” proves that organic buzz, raw talent, and a touch of rivalry can’t be beat. As one fan put it: “Kendrick doesn’t chase numbers; the numbers chase him”.
Catch the “Luther” video on YouTube—and stay tuned for more sparks when the Grand National Tour hits your city.
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