Kendrick Lamar dropped his new track, “Humble” yesterday. Fans and pundits alike went gaga over it. The verdicts vary but are overall joyous. They’re cheerful hearing Kung Fu Kenny kick bars over simpler Hip-Hop production (it’s an ominous Mike WiLL Made It doing, less intricate than To Pimp a Butterfly’s jazzy musicianship) and, frankly, delighted that the rapper is still talking his shit—clowning junky stars and also those who aren’t honest in their representations of themselves. The messaging in its Dave Meyers-directed video is noteworthy, too. So much so that I wrote about it for Billboard.
I’m not going to ruin it for you, but I will tease it with the opening paragraph:
As the opportunity to exaggerate our best features and highlight only portions of our lives grows thanks to the magic of Instagram filters and Twitter posts, Kendrick Lamar has noticed what apparently many have yet to: The world — his generation, at least — is shifting away from practicing humility and authenticity. Blowhard fakes are flourishing faster than a showoff can say “Clarendon” or “Send tweet.”
Give it a read. April 7, the release date for Kendrick’s third LP, can’t come soon enough.