​"Rich Spirit" is a celebration of connection. The director, Calmatic, was intent on breaking down the barriers of Lamar's "celebrity" to show a man who, like all of us, craves a safe space to live authentically. Viewers have connected with "Rich Spirit" because unlike most music videos, this one offers a sense of Lamar's emotional multidimensionality, which can be whimsical and ephemeral but also barbed, deep-rooted, and dense. We see Kendrick Lamar as his unguarded self, which allows others to let their walls down too.​