Directed by his frequent "Atlanta" collaborator Hiro Murai and choreographed by Sherrie Silver, the music video touches on gun violence, the precarious state of black bodies in the US, and how we've historically used entertainment to distract us from pervasive cultural and political problems.

The lyrics primarily address black culture in the United States and gun violence in the country. It also touches on the subject of police brutality and misconduct.

It quickly became the anthem of the Black Lives Matter (BLM) protests following the murders of George Floyd and Breonna Taylor, propelled by a series of TikTok videos using its chorus as background music to other scenes of police brutality.