Kendrick Lamar has been crowned the 'most important rapper of his generation'
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As well as the renowned renowned title, the prestigious publication also called him the ‘most elliptical’ lyricist in his genre, too.
The publication said that Lamar is a cut above the rest thanks to his effortlessly blended lyrics chock-a-block full of visual and visceral language.
Lamar, of course, attributes this to his work partnership with Free.
Free, who founded the entertainment company PGLang alongside Lamar, has co-directed several of the musician’s videos which are well known for being utterly breathtaking and visually striking.
According to Lamar, his visual pieces ‘incorporate dance and art’ to ‘get this contextualized, theatrical type of performance’.
He added: “That’s what it built into. Then you put it all in the platform, all on the deck. It feels like a theatrical hip-hop show, and not the corny [expletive].”
The duo have even managed to snag a few MTV Music Video Awards for ‘Best Hip Hop Video’ and ‘Video of the Year’.
And if that weren’t impressive enough, the two have also won a Grammy Award for Best Music Video.
So what’s next for the pair? Well, Lamar and Free announced in January they would be creating a live-action comedy film with South Park creators Trey Parker and Matt Stone.
Could they get any cooler? Spoiler alter: nope.
According to Variety the film will be written by Vernon Chatman, a longtime collaborator of the South Park creators.
It will ‘depict the past and present coming to a head when a young Black man, who is interning as a slave re-enactor at a living history museum, discovers that his white girlfriend’s ancestors once owned his.’
Paramount Pictures will theatrically release the film, with Paramount Plus acquiring the streaming rights.
Paramount Pictures president and CEO Brian Robbins said of the project, as per the outlet: “On behalf of Paramount Pictures and the wider ViacomCBS family, we look forward to ushering in the first theatrical collaboration from these creative visionaries, and galvanizing audiences worldwide around a powerful storytelling experience.”
Well, we can't wait to see what these geniuses conjure up.
Perhaps, Lamar may become a force in the film industry as well.
Watch this space.