Somehow, someway rumors broke that Kendrick Lamar was leaving his beloved label TDE to create his own. The first signees on Lamar’s roster would include one of the most exciting rappers of our time and Lamar’s cousin Baby Keem and international R&B singer Jorja Smith, according to assumptions based on a video posted to a website called pgLang that Lamar promoted back in March 2020.
The California rapper couldn’t bear the fodder and decided to address the situation by using a stuffed animal in a video clip posted by owner of TDE Anthony “Top Dawg” Tiffith. The post also included what appeared to be a recent photo of him with Lamar wearing face masks.
“Top, gotta stop them from smuttin’ my name, man. They’ve been smuttin’ my name all year & you ain’t said nothing, man. Enough‘s enough, man. Got them saying I shook the label & all that.”
TDE, an acronym for Top Dawg Ent., is a bonafide label that has built the careers of SZA, Schoolboy Q, Jay Rock, Ab-Soul, Isaiah Rashad, Sir, Lance Skiiiwalker, Reason and Zacari.
Clearly, it appears that Lamar has been busy hammering away at something special. Founded by Dave Free, Lamar’s manager and former TDE executive, pgLang likely sparked the rumors that Lamar may soon depart from his label to play a greater role in the day-to-day at the company. The video starring Baby Keem, Yara Shahidi, Jorja Smith, and Lamar appeared to advertise what’s up next for the two partners. The pgLang trailer that was released on the website was executive produced by both Free and Lamar.
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