Kendrick Lamar, TDE continue to remain top dawgs of music videos with ‘All The Stars’ The visual is the lead single off the highly-anticipated ‘Black Panther’ soundtrack

There’s a slight comparison to be made between the decline in quality of music videos and the decline of the back-to-the-basket game for big men in the NBA. Back in the day, non-Michael Jordan led teams needed a dominant center to be competitive. And back in the day, MTV, BET, VH1 and The Box were the one-stop shop for all things music videos. And while videos can be shot with oftentimes nothing more than a camera phone these days — both yielding fruitful and not-so-fruitful results — the allure of the music video has taken on a new look in part because there are so many to sift from and through.

Yet, make no mistake about this reality. No one’s doing videos better than Top Dawg Entertainment (TDE) right now. About the only slip-up is SZA’s Solange-directed “The Weekend” visual, which left a huge opportunity on the table for not following the song’s story line. Kendrick Lamar’s batting 1,000 right now, though. Look no further than the visuals for his Grammy-winning album DAMN. a la “LOYALTY.” with Rihanna; “LOVE.“; with Zacari, “ELEMENT.” and “DNA.” Many of those were fueled by Dave Meyers and the little homies — the directorial minds behind TDE’s newest video for “All The Stars.” The record is the lead single from the Black Panther- inspired soundtrack set to drop Friday. The video itself, however, is a wicked elixir of next-level graphic designs, transitions and, most importantly, overt homages to the images, inspirations, history, power and pigment that make Black Panther if not one of the most anticipated movies of all time — definitely of this century.

Already a hit song currently being spun on radio stations nationwide, the video provides added depth that wasn’t there before. And with TDE paying such close attention to detail with how they present themselves visually, it leaves but one question. Could they really be on the verge of bringing back the long-since extinct concept of the movie soundtrack, too?

Kendrick Lamar makes history at CFP National Championship The decorated rapper’s involvement was a long time coming with ESPN

ATLANTA — “Humble yourself.”

Those were the words that Georgia linebacker Davin Bellamy shouted at Oklahoma’s Heisman Trophy-winning quarterback Baker Mayfield a week before the Bulldogs fell in a 26-23 overtime loss to Alabama in Mercedes-Benz Stadium on Monday night. The Bulldogs learned that lesson the hard way, regarding the College Football Playoff National Championship.

“Sit down. Be humble.”

Those were the words Kendrick Lamar rapped in front of a crowd of nearly 3,000 who braved the cold weather at Centennial Park, at halftime of said football game. No one sat down, but they learned their lesson in the best way possible.

It wasn’t just that it also happened to be televised to millions across the nation, solidifying Lamar’s place as the most marketable pop artist in America in 2018. It wasn’t just that one of his hit songs that won six MTV Video Music Awards last year had the entire crowd moving in unison in near-freezing temperatures.

It wasn’t just that it preceded his set finale, “All the Stars,” a collaboration with his Top Dawg Entertainment labelmate SZA off the soundtrack for Marvel’s Black Panther, a project produced and curated by Lamar and his TDE squad that is set for release on Feb. 16. (The latest Black Panther trailer aired right after his performance.) It wasn’t just that it happened on the day that the president of the United States made an on-field appearance and clearly did not know the words to “The Star-Spangled Banner” before leaving the game at halftime.

It was that during the most important game of the year, in a sport largely controlled by white men, while young black men risk life and limb for no pay, a rapper from Compton, California, who often tells tales of revolution and resistance, was tapped to entertain the nation, and it all made sense. While Georgia and Alabama, two states with no shortage of history in the antebellum South and steeped in football tradition, battled it out on the field, a West Coaster dressed in a parka was easily the star of the show.

“It went very, very well,” CFP executive director Bill Hancock said. “As we had hoped, we had the best of both worlds: the traditional halftime show by those two great marching bands plus a world-class performance by Kendrick Lamar. The visuals were tremendous, and it was obvious that the folks in the park were having a terrific time.”

Perhaps most bizarrely, few people ever really blinked. If you wanted to, you could have drawn a straight line from Janet Jackson and Justin Timberlake’s “controversial” Super Bowl performance in 2004 to Monday night. It was an event that drastically changed not just the way that halftime shows were programmed but also how the broadcast industry made its rules. Jackson took all the heat in that scenario. Now, Timberlake’s got a new album out in which he’s apparently embracing his “roots,” a far cry from his days as the funky white boy and, shocker, he’ll be performing the next Super Bowl halftime show in February.

You could think about where this country has come since then. President Barack Obama. Police brutality and the murders of unarmed black people becoming what felt like nightly appearances on the national news. A non-insignificant resurfacing of a movement to compensate college athletes for their work. A Beyoncé Super Bowl halftime show that many people took offense to, as an ode to the Black Panther Party. A massive “recorrect” by America in electing a reality show star to the White House. None of us had any reason to believe that King Kenny, or anyone like him, would grace a stage like this, in this setting, in the near future. Except for the people who made it happen.

Speaking with two ESPN senior officials who organized the event, this wasn’t some random pick out of the sky. Three years ago, they wanted to increase ratings at halftime for the CFP because they noticed that it’s the highest-rated period at the Super Bowl but was the lowest for CFP. And they wanted more casual fans to expand the brand and just be as relevant as possible, not simply cash in huge on the regionality of the game’s followers.

That’s where their relationship with Interscope Records comes into play. Imagine Dragons did a special remix. Lauren Alaina, a country artist, was in the mix. Videos with X Ambassadors. This season, they hit it big with 30 Seconds to Mars. You know the song well. Alabama did win this fight tonight.

As for Lamar, his love for the Los Angeles Lakers really helped out early on. TDE is an imprint of Interscope, of course. You might recall Lamar’s ode “Kobe Bryant: Fade to Black.” He’s a huge Kobe fan, something we’ve seen proved over time. Last year, “Humble” dropped, the NBA playoffs started, he did voice work for promos and it all worked out.

Mind you, when it was time to make choices for the halftime show, Interscope’s line is vicious. Maroon 5 is on their roster. This was no easy choice. But once they knew Lamar was involved with Black Panther, it was a wrap. It had to happen.

“We know music is probably the second-biggest passion that college football fans have,” said ESPN vice president of sports marketing Emeka Ofodile. “Let’s build a music strategy, let’s go deep with a label and let’s try to create moments.”

The goal was to create a cultural moment, be it controversial or not. To get past the regional histories of college football, they needed to go big. Lamar was a no-brainer, controversy be damned. They can’t control what people think about the president. Or what he chooses to do. It didn’t change their mission. They wanted it to be different. They didn’t want to just recreate a Super Bowl experience. They wanted real fans of both football and Lamar to be there. And that they were. The cheers for the game (being shown on the big screens at the park) leading up to halftime were as healthy as anything I’d heard all day.

Their overall goal? To make it the hottest stage in the game. They’re off to a great start.

As for the larger picture, it’s still kind of hard to believe it happened. They might let us have a hit show or two on cable. A few of us will break through. But they’ll still call us names. Yet rarely do we get to infiltrate the oldest practices in the book. To see it go down on a such a grand stage is a real testament to who Lamar has grown to become. It’s easy to call Lamar transcendent. But, like so many others who grew out of their original solitary genres as artists to become megastars, he’s in fact black as hell.

On the night in which he could have made a scene and directed the ire of so many fans of his in the direction of the commander-in-chief, or made an obvious political statement with everyone watching, he didn’t. Because he didn’t have to. His existence in that space alone was enough of a statement, and just being himself was plenty. He didn’t have to allow himself to be defined by the moment — he defined it himself. Which is what he does and is exactly why even when the leader of the free world is right next door, Lamar comes out on top.

Kendrick Lamar’s ‘DAMN.’ good run places him face to face with the president Kendrick Lamar’s ascension coincides with college football’s big moment and President Donald Trump

Fifteen-year-old Kendrick Lamar likely never thought he’d be performing at halftime of one of the biggest sporting events of 2018. Certainly not when he, as a teenager, was getting stomped at Compton, California’s, Avalon Swap Meet. But a decade and a half after the fight he references on “ELEMENT.,” from 2017’s Grammy-nominated album DAMN., here he is: headline performer at halftime of the college football national championship — the NCAA’s Super Bowl. The all-Southeastern Conference main event is Monday night in Atlanta.

College halftime shows traditionally feature marching bands. But in an effort to mirror February’s actual Super Bowl, the College Football Playoff and ESPN announced last spring that an artist would perform. Lamar’s résumé of course warrants his booking.

Forbes placed Lamar on its December 2017 cover, lauding the “antisocial extrovert” for his business decisions such as ending his long relationship with Reebok and launching a new collaboration with Nike. Lamar’s tour dates routinely gross more than $1 million per night. And in 2017, not only did he surpass even Beyoncé and Bruno Mars with more than 2 billion radio spins, but Lamar also had five of the most streamed songs of 2017. And while his 2012 “m.A.A.d city” (featuring MC Eiht) is featured in the next week’s Den of Thieves, Lamar recently confirmed that he and his Top Dawg Entertainment are producing the soundtrack for Black Panther, led by a collaboration with SZA titled “All The Stars.”

All the stars are expected to flood box suites to watch the Quavo-endorsed University of Georgia versus the crème de la crème University of Alabama. This VIP list reportedly includes President Donald Trump. From self-doubt to self-proclaimed greatness, Lamar’s ascension coincides and often collides with the United States’ 45th president.

Trump, a frequent sporting provocateur, has been an occasional target of Lamar’s lyrics dating to 2015. So speculation is swirling: What will this moment mean between the lyrically sharp MC and verbal live-wire commander-in-chief? Lamar’s fellow Comptonite, and perhaps hip-hop’s most famous Trump antagonist, YG, has at least one suggestion for Lamar.

There is drama leading up to the moment. What statement will Lamar make? Will outside forces — the NCAA, sponsors or even Disney — attempt to define the parameters of his performance? Will he even make one at all?


 

Tell me what you gon’ do to me / Confrontation ain’t nothin’ new to me/ You can bring a bullet, bring a sword / Bring a morgue / But you can’t bring the truth to me.

— “All The Stars” with SZA (2018)

Lest time forget, Lamar’s 2015 To Pimp A Butterfly is a fingerprint for an era defined by Black Lives Matter, police brutality and the final months of the country’s first black president’s administration. The record features a handful of Lamar’s most complex and analytical cuts: “i,” “Hood Politics,” “Mortal Man” and President Barack Obama’s favorite “How Much A Dollar Cost.” But undoubtedly, Butterfly’s star is “Alright.” It’s the generational equivalent to James Brown’s “I’m Black and I’m Proud.”

Presidential critiques aren’t foreign to Lamar’s catalog. Seven years ago, Lamar painted a picture of gangland Compton (decades before gentrification arrived) on “Ronald Reagan Era (His Evils).” 1987, the children of Ronald Reagan raked the leaves, he said of the generation directly affected by the legacy of the 40th president’s Reaganomics, Your front porch with a machine blowtorch.

The Obama era, for Lamar, brought reverence and clarity. The reality of a black president inspired pride and accomplishment. But he wasn’t blind to current and past issues: Streets don’t fail me now, they tell me it’s a new gang in town /From Compton to Congress, set trippin’ all around/ Ain’t nothin’ new, but a flu of new Demo-Crips and Re-Blood-licans, he opined on 2015’s “Hood Politics.” Lamar understood Obama’s power as president was in constant opposition with forces that sought to derail, override and neuter. Red state versus a blue state, which one you governin’? / They give us guns and drugs, call us thugs / Make it they promise to f— with you / No condom, they f— with you / Obama say, ‘What it do?’

Later that same year, while then-candidate Trump was still seen by some as a political punchline, Lamar addresses growing right-wing hysteria on “Black Friday,” saying, I’m the son of the pioneer that near the sun /Play with him / B—- you better off voting for Donald Trump.

A year later, in 2016, as Trump-mania gained indestructible steam, Lamar again directed his attention to the candidate nearly two months to the date of the presidential election. Might stay in the Trump Tower for one week, he rapped on “What’s Wrong.” Spray paint all the walls and smoke weed / F— them and f— y’all and f— me. In 2017, as the reality of a Trump presidency set in, Lamar observed.

Donald Trump is a chump / Know how we feel, punk? Tell ’em God comin’ / And Russia need a replay button, y’all up to somethin’, Lamar rapped on “The Heart Pt. 4,” a month before Robert Mueller was named special counsel for the ongoing Russia investigation. But for “XXX.,” on DAMN., the reality set in for Lamar. Donald Trump’s in office / We lost Barack and promised to never doubt him again / But is America honest, or do we bask in sin?

Lamar is an atypical selection for such a widely viewed event. He’s not “safe,” nor is he “routine.”

In the coming weeks we can anticipate an impending marketing avalanche for Panther, perhaps “the biggest and blackest blockbuster of all time,” with Lamar a critical component. Later this month, the seven-time Grammy winner looks to add more with seven new nominations, including going head-to-head with Jay-Z for the evening’s most coveted award, album of the year. I said it’s like that/ Dropped one classic, came right back/ ‘Nother classic, right back/ My next album, the whole industry on a ice pack, he vowed a week before DAMN.’s arrival. The promise has him on the doorstep of Grammy history on Jan 28.

Trump, in Lamar’s eyes, is the complete antithesis of what his much-loved music is about, but in many ways he is a source of inspired frustration. And the nature of Monday night’s halftime performance, even with Friday’s free-to-all dress rehearsal, is difficult to predict. Despite his undeniable star power, Lamar is an atypical selection for such a widely viewed event. He’s not “safe,” nor is he “routine.” It easy to imagine part of Lamar’s performance being veiled shots: I know how you work, I know just who you are/ See, you’s a, you’s a, you’s a— / B—- ...

So, does Lamar feel the pressure to symbolically take a knee Monday night? I, for one, don’t think it’s wise to believe anxiety will play a part in Lamar avoiding The Elephant In The A. He and TDE are from Compton, a cultural ground zero where wearing the wrong hat, or walking down the wrong block with the wrong shoelaces, sometimes came with fatal consequences. A halftime show, by comparison, is a field trip to Calabasas, California.

Illuminating truth to power is daunting. Kanye West knew what would come of his comments about President George W. Bush, but he became a larger-than-life figure afterward. Colin Kaepernick understood that taking a knee would all but involuntarily retire him, but he is now the millennial Muhammad Ali. Lamar’s life has been one risk after another — a butterfly effect set in motion as documented in the mind-numbing odyssey “DUCKWORTH.,” DAMN.’s closing number.

Trump vs. Lamar is quite the undercard for Monday night’s main event. It could very well be a culture-shifting moment spearheaded by the man who has been bestowed with the heavy title of “voice of a generation.” Lamar is well-aware of the moment he occupies and times he’s become a voice for. His message to Trump could very well come in words, via actions or even purely via symbol. Does this mean halftime will be his Kanye West 2009 MTV Video Music Awards moment? Who knows.

Whether he decides to stir the pot, whether he fulfills YG’s wish, there is a reality evident about Lamar. Nothing looks to stop the momentum he’s built over the past year. Not even the president of the United States.

Timbaland on Missy Elliott’s ‘Supa Dupa Fly’ and how hip-hop got its groove back The Grammy-winning producer reflects on the songs that made Missy’s debut a classic

“I made hits with Total, Madonna and so many more,” says Tim “Timbaland” Mosley. “But far as chemistry? That just don’t come. Me and Jay[-Z] got it. Justin [Timberlake] too. Of course, Missy. When you think about it, it’s not a lot of people.”

The Grammy-winning Timbo is busy being an “architect” on the ABC competition show, Boy Band, but there’s always, always time to talk about the music. Especially when it involves his longtime friend and musical soulmate Missy “Misdemeanor” Elliott. Collaboration creates hits. But chemistry? That’s the ingredient from which classics are built.

Mention Missy’s genre-bending debut Supa Dupa Fly turning 20 this week — Rolling Stone named it one of the 100 best albums of the ’90s — and you can just about feel the twinkle in Timbo’s eyes over the phone. “We did our job. We impacted the world,” he says proudly. He goes silent for a second. It’s long enough, though, to get that he realizes the magnitude of the achievement. “We made history.” He won’t go as far to say they shifted the culture. “But we came in and shifted the tempo, and the bounce.”

“We made history … we came in and shifted the tempo, and the bounce.” — Timbaland

Missy and Tim are but one in a line of Siamese twin-like creative musical partnerships: Snoop Dogg and Dr. Dre, Nas and DJ Premier, Big Boi and Andre 3000 of OutKast and Organized Noise, and, in more recent years, Drake and Noah “40” Shebib. Missy and Tim are bound by creativity and trains of thought best described as “outside the box.” And by ZIP codes as well. Missy, a Portsmouth native, and Tim, from Norfolk, hail from the Seven Cities region of Virginia — an area Teddy Riley helped put on the map, and one Missy and Timbaland (along with The Neptunes) stamped as a songful hotbed between the musical metropolises of New York City and Atlanta.

Timbaland, Supa’s sole producer, and Missy, the visionary who wrote just about everything save a song or two from Timbaland mainstay Magoo, weren’t looking to change the game. They wanted to do what they’d always done with music: have fun. And fun is what rap desperately needed in 1997. The officially unsolved murders of Tupac Shakur and The Notorious B.I.G. in 1996 and 1997, respectively, hovered over the scene. Shakur and Biggie’s music still dominated airwaves, and their videos were on constant circulation on MTV and the now-defunct The Box. Missy attended the Vibe after-party after which Biggie was murdered. “We were young,” says Timbaland. But Missy remained steadfastly focused on her songwriting even in the midst of an industrywide depression. “Her whole thing,” said Timbaland, “was, ‘I gotta do this and make it fun.’ ”


Supa Dupa Fly almost never got off the ground. Famously shy, Missy Elliott was content behind the scenes. She’d already crafted a name for herself with composer credits on works from artists like Jodeci, Gina Thompson, New Edition, 702, Ginuwine and more. She and Timbaland were the chief architects of Aaliyah’s 1996 double-platinum masterpiece, One In A Million.

A frame from Missy Elliot’s “The Rain (Supa Dupa Fly)” video

Courtesy of Atlantic Records

But the occasional times Elliott stepped in front of a mic or camera, the entire music industry took notice. Sean Combs had positioned himself as the hip-hop King Midas, but Missy’s scene-stealing appearances on Thompson’s “The Things You Do (Remix)” (see below) and 702’s “Steelo” proved she was of the same crossover caliber. Her sound and wardrobe were unique, appealing and new. Her hip-hop Michelin Woman look shocked the world.

“Best Friend” was about us coming together as “superfriends” as we called ourselves when we did a record together.

Missy’s dream was to own an imprint and build her own crew of artists. The idea was a brilliant one as far as then-head of Elektra Records, Sylvia Rhone, was concerned. But under one condition: that Missy release a solo album of her own. “People think I did this for the money, but I was comfortable just writing for people,” Missy told SPIN in 1997. “And I mean really comfortable.”

Missy’s debut peaked at No. 3 on the Billboard Top 200 album chart. She immediately became a bona fide star. And 20 years later, it still sounds ahead of its time: a gumbo of hip-hop, R&B, soul and dance. She and Timbaland’s musical, lyrical and stylistic vision was free and futuristic and helped make Missy a clubhouse leader in evolving discussions around feminism.

Missy’s body-positive and sex-positive lyrics thrived alongside the overt sensual raunchiness of Lil Kim. I’m the stewardess of the plane / Feel the turbulence and maintain, she coos on “Friendly Skies.” Please refrain and stay in your seats / Until we reach the gate. She didn’t need a plane to join the “mile-high club.” She was the club.

“It was a girl power thing … She was never a hater. Every girl that came out, she championed.” — Timbaland

In 1997, Entertainment Weekly dubbed Missy and the album “a wickedly innovative singer-rapper who favors expansive song structures and trip-hoppy textures. In the process, she creates an evocative space-age soul all her own.” SPIN said Supa could become “the most influential album since Dr. Dre’s The Chronic” and “everything here has ‘hit’ stamped all over it.” And a year before Lauryn Hill’s Miseducation declared her independence and became a blueprint for the matriarchal fusion of rap and singing, All Music Guide called Missy’s premiere project “the most influential album ever released by a female hip-hop artist” and spoke of its “tremendous impact on hip-hop, and an even bigger one on R&B, as its futuristic, nearly experimental style became the de facto sound of urban radio at the close of the millennium.”

Ahead of the album’s anniversary on Saturday, and Friday’s vinyl re-release, The Undefeated caught up with Timbaland. The legendary producer breaks down Supa Dupa Fly’s standout cuts as well his own memories of how the album Missy originally didn’t want to record changed their lives.


If Missy was going to be “forced” to do her own solo project, best believe she’d bring her friends along with her for the ride.

“Sock It 2 Me” feat. Da Brat

Timbaland: Da Brat is one of her good friends. They’re still best friends to this day. She wanted it to be like an all-girls thing. Like, ‘These are the top girls.’ It was about hooking up with women that were creative like her. She always looked at it that way. She always made friends with other women who were doing it like her. It was a girl power thing. Even when Eve came out, Missy was like, ‘That girl Eve is hot!’ She was never a hater. Every girl that came out, she championed. And she championed hard.


For “Not Tonight,” Missy links up with one of her closest friends in the industry: Lil Kim.

“Hit ’Em Wit Da Hee” feat. Lil Kim & Mocha

Timbaland: Oh, now that was dope! When we did that we [were] in New York. Missy was always cool with Kim. She always wanted to do songs with her friends. Mary J. Blige was her friend. Lil Kim was like the closest. When Missy heard [the beat for] “Hit ’Em With The Hee,” she was like, “I’ma get Lil Kim on this.” It was more like just getting her girls together. Watching her do that and watching her have so much fun, I don’t think the record had any intentions. Missy just wanted to make Missy music and make the world be like, ‘Whoa!’


The record not only changed the sound of hip-hop and R&B in 1997, it changed Missy’s life altogether.

“The Rain (Supa Dupa Fly)”

Timbaland: That one I was going through my keyboard and I had this little loop. Missy was like, ‘What’s that?! That’s dope!!’ And I just kept doing it. Then I just put the bass line in it and she just started going off! ‘This about to be crazy!’ Next thing you know, ‘All right, all right, y’all gotta get out.’ I’m like, ‘Gahhh, damn!’ But we kinda created that one kinda together. Missy knew it was gonna be a hit the moment she heard the beat. We were both hype. After that, she took it to the radio station. I remember it was DJ Al B. Sylk, back in the day. She took it up there to 103 JAMZ [Norfolk’s WOWI-FM 102.9]. She was hype about that record. That was like one of the first records. And then after that, she tapped into a zone.


Timbaland dubs this duet one of the more underrated cuts on Supa Dupa Fly. It’s tough to argue its staying power either, with artists such as Bryson Tiller sampling it for last year’s “Let Me Explain,” and Drake sampled it for 2009’s “Bria’s Interlude” from his landmark mixtape, So Far Gone.

“Friendly Skies” feat. Ginuwine

Timbaland: If you’re from Virginia, man, it was about being in the studio. That may be how kids do it now, but they also do it a little differently. We just had fun. I think when I do the track it made them feel a certain way. Both of them [Missy and Ginuwine] start, they’re laughing, and once again I’m getting kicked out the room (laughs). I come back in and the song is done (laughs). And I’m like, ‘Oh this is dope,’ but I’m like, ‘Change this, change that.’

Timbaland, Supa’s sole producer, and Missy didn’t seek to change the game. They wanted to do what they’d always done with music: have fun. And fun is what rap desperately needed in 1997.

That’s how it usually is, and it’s cool for me that way. It gave me time to go play my PlayStation. And if I’m in the studio [when they’re recording], I’ma critique it. … I put so much time into the music part, making sure that their emotions are there. I gotta walk away. I can’t really pay attention to how they write the song. It’s hard, but it’s kinda good she kicked me out. But also, I’d probably walk out. I want to hear what emotions they came up with versus what I was feeling.


Missy and Aaliyah — so much potential. While not their most famous collaboration, “Best Friend” is Missy and Aaliyah’s most personal duet.

“Best Friend” feat. Aaliyah

Timbaland: How we vibed in the studio, we was family! Missy and Aaliyah had a very close bond. Missy is a person who is fun and jokes around. Aaliyah was the same way. She could make you laugh all the time. So “Best Friend” was about us coming together as “superfriends,” as we called ourselves when we did a record together. Missy just made the title “Best Friend.” When I created music, she’d go in her own space and create lyrics. She don’t talk about it. She kicked me out the room! (laughs)


Music is defined by its eras, but more truly by those who dominated them. It’s why Def Jam, Death Row, Bad Boy, Roc-A-Fella, Cash Money, No Limit and now October’s Very Own and Top Dawg Entertainment have such a fascinating hold on cultural history. The conglomerate of Missy, Timbaland, Magoo, Aaliyah and the late Static Major never had an official name. But their output is on par with the best of the best.

“We did stuff with feeling,” said Timbaland. “We know how we felt from a small place called Virginia. We knew if it felt overjoyous to us … it would flow to other people … We didn’t know how big it was gonna be, but we knew we had a sound.”

Top Dawg Entertainment’s studio rules are giving us life Also, ScHoolboy Q is a fool with it

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Top Dawg Entertainment, record-label home of Kendrick Lamar and ScHoolboy Q among others, is doing it big these days. King Kenny is obviously a major superstar right now, and Q is still holding it down. In an interview with Montreality, an extremely stoned ScHoolboy explains various things, from how he lost his virginity to the fact that a full Black Hippy group album will likely not happen. Overall, the video is funny.

But more importantly, the regulations posted for their studio are hilarious. Over the years, hip-hop and the music industry in general have legendary stories about over-the-top sessions, but these rules are fantastic. I’m here for random clips of the guidelines and quirks that rappers are dealing with while they handle their creative process. It’s far more interesting to me than, say, what they have on their concert riders.

It reminds me of my high school, where in the senior lounge, in the corner with the couch and the video games, we had to establish some order after the first week. There were two TVs and three game systems, so when you had a bunch of dumb kids in there trying to assert their gaming dominance, arguments of fairness frequently came up. So one day, I wrote the Unacceptable Excuses for the nearest wall. I can remember them to this day.

  1. My controller’s messed up. There’s always going to be something kinda glitchy with a couple of the sticks in a shared space that’s not your house, so deal with it, pleighboi.
  2. These aren’t my settings. Dudes would love to think they were slick when they lost and sneaked this stupid reasoning in. It applied in maybe 5 percent of all cases in terms of all the games being played overall.
  3. I didn’t get my team/character. Basically, it was all fighting and sports games, so the characters and teams you got were clearly of major importance. But again, if you’re good, you’re good.
  4. This isn’t my system. These days, at the highest level, this is a valid concern. For example, in the FIFA Interactive World Cup, the championship game is actually played in two halves split between Xbox and PlayStation. In the ’90s? Nah, fam.
  5. You play like a punk. I specifically recall writing this rule so I didn’t tell on myself. Because it would infuriate me when some dolt found a glitch to exploit and ran it into the ground. It annoyed me, but I had to respect it.

Anyways, rap twitter: more studio rules snaps, less pictures of drugs and guns. Stay ugly, y’all.