If you’ve been on social media recently you will have noticed that the rap world is in Game of Thrones level turmoil. Headlines abound. Kendrick Lamar blasts other rappers. Kendrick Lamar scorches other rappers. Kendrick Lamar hostile verb other rappers. In his new freshly leaked song* (*meaning “released by Kendrick Lamar’s people at a pre-established time”), Kendrick Lamar spends a great deal of time “calling out” other big name rappers and declaring himself – in no uncertain terms – the King of both the East Coast and the West Coast (why it took so long for rappers to discover manifest destiny is beyond the scope of this article).
I heard the barbershops be in great debates all the time
Bout who’s the best MC? Kendrick, Jigga and Nas
Eminem, Andre 3000, the rest of y’all
New niggas just new niggas, don’t get involved
I’m usually homeboys with the same niggas I’m rhymin’ wit
But this is hip hop and them niggas should know what time it is
And that goes for Jermaine Cole, Big KRIT, Wale
Pusha T, Meek Millz, A$AP Rocky, Drake
Big Sean, Jay Electron’, Tyler, Mac Miller
I got love for you all but I’m tryna murder you niggas
Tryna make sure your core fans never heard of you niggas
They dont wanna hear not one more noun or verb from you niggas
What is competition? I’m tryna raise the bar high
Who tryna jump and get it? You better off tryna skydive
Out the exit window of 5 G5’s with 5 grand
With your granddad as the pilot he drunk as fuck tryna land
With the hand full of arthritis and popping prosthetic leg
Bumpin Pac in the cockpit so the shit that pops in his head
Is an option of violence, someone heard the stewardess said
That your parachute is a latex condom hooked to a dread
Rap fans ate it up.
That was the point.
You know what else was exactly the point? What happened next. What happened next was this: The rappers who were (and weren’t) named spent the day responding to Kendrick Lamar in kind. More headlines came in, more page views were achieved, more hashtags were made trending.
Obviously the rappers eviscerated in the song played their part (they knew the role well) and responded with come backs, drama and vows to get lyrical on his ass. Secretly, they were probably giddy. The only thing that can make someone swallow their ego is the prospect of making big money to do so. That’s what this latest spat of drama means. Dollars all around. Stoke the fires of manufactured drama and the public will pay for the privilege of being along for the ride, such is our addiction to intrigue.
Big K.R.I.T. (one of the rappers named) said it best:
“This is Gladiator Shit”…Gotta give the people what they want .”
— BIG KRIT (@BIG_KRIT) August 13, 2013
Gladiator shit not in its combative sense, but in its sense of spectacle. Rap has always walked a very different path then that of other genres of music. Calling people out, creating drama and sadly, even actual violence, are all part of its legacy. It’s like a less regulated pro wrestling saga, where age old feuds and convoluted backstories (complete with betrayals, sacrifices and shaky alliances) play out in the public eye and raise the stakes of the music. Tupac and Biggie engineered such a masterful publicity feud that it still plays out daily for their legions of fans who have not forgotten (it also ended, sadly, with both promising rappers dead).
This is all so reality TV. Real Housewives of Compton called by any other name would seem as shamelessly self indulgent. This is no different than what Keeping up with the Kardashians does so well, and like a reality producer who knows when the drama is in need of a boost, Kendrick Lamar recognized that the rap game needed someone to rake the coals.
What this means in terms of money can only be positive. Loyal fans in both camps will feel it is their duty to vote with their wallets. It’s the only way, aside from ineffectually dissing one another on Youtube videos, that they can support “their guys”. Us vs Them is a helluva drug and one that leads to a vested interest in winning something. The feud is amplified further by social media algorithms that act as a feedback loop as more and more people see trending topics about Kendrick Lamar and chime in, making the topics trend even stronger.
Whether or not Kendrick Lamar is lyrically King of the rap game is of little consequence, he’s certainly the King of playing the rap game.