Kendrick Lamar has never been one to bite his tongue, and with his new untitled track, it seems the Compton rapper has placed a new target in his crosshairs: DJ Akademiks. Armed with his sharp pen and deep commentary about the state of hip-hop, Kendrick takes aim at the controversial online personality, calling out what he sees as biased and disingenuous behavior.
On one of the more straightforward bars, Kendrick raps,
"The radio personality pushing propaganda for salary /
Let me know when they turn up as a casualty."
This sounds a lot like a thinly veiled shot at Akademiks-a media personality long known for his ability to stir the pot in the rap world. Another line, it’s said, goes:
"Influencers talk down 'cause I'm not with the basic sh*t,"
which some feel is a shot at bloggers who use their platforms to make shallow commentary-an accusation many feel is aimed squarely at Akademiks.
Without that roots knowledge, the words of Kendrick simply sound like another shot fired within the chaotic landscape of hip-hop beefs. But the tension between these two personalities runs deeper.
Akademiks was a big supporter of Drake and OVO Sound-a camp that had the longest-running rivalry with Kendrick. For years, the two rappers have kept such a subtle diss for each other in their tracks; Akademiks’ public support for Drake has seemingly fanned the flames. It seems Kendrick is calling Akademiks out for his lack of integrity-essentially, that his relationship with Drake has clouded his judgment and ruined any chance he might have otherwise had at objective and honest commentary.
In a culture in which authenticity stands as a highly prized feature, this cuts deep. He then moves to contrast himself with those who “d*ck ride” for personal gain, extending himself as one who stands above the noise and declines to bend to satisfy the whims of others for favors and attention.
However, “Akademiks” is not just a song. It’s a broader criticism toward all types of influencer and media personalities who don’t live up to authenticity, but more so those who hold an enormous influence over the younger generation. Kendrick seems to be arguing that the youth are getting misled by people more concerned about clicks and popularity than truth. He is echoing a larger conversation happening in today’s media landscape about the responsibility public figures have to be honest and truthful.
Predictably, Akademiks did not take the diss lying down. He went on social media to gauge off Kendrick’s remarks in typical fashion. He toned down the seriousness of the shots fired at him and sarcastically wondered when Kendrick would drop another diss, suggesting the rapper should focus on releasing more hits and not get caught up in beef. His response was dismissive and deflective, but the question remains whether this is the type of thing that will stick with Kendrick as it pertains to his reputation.
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