No I.D.: 'Kendrick’s verse embodied both [competitiveness and skill]. He was bringing an element of competition that was stepping over the line to mention people's names, but it wasn't beef as we have viewed the way it happens in rap'
, a celebration of the biggest artists, hits, and cultural moments that made 2013 a seminal year in pop. MTV News is looking back to see what lies ahead: These essays showcase how today’s blueprint was laid a decade ago. Step into our time machine.on Big Sean’s “Control” 10 years ago — a track intended for the Detroit rapper’s 2013 sophomore recordaudiences were stunned at Lamar’s combination of lyrical bravado and exhilarating vigor.
Ultimately, the album worked to keep fans salivating at the mere thought of future projects from him. “Control,” which also featured an appearance from Jay Electronica, premiered on New York City’s iconic Hot 97 radio station by Funkmaster Flex, but it never actually appeared on Big Sean’s, nor was it available for purchase due to sample-clearance issues. Scarcity creates demand and the fact that “Control” wasn’t easily attainable added to this allure.
Sandwiched between epic verses from Big Sean and Jay Electronica, Lamar surpassed his counterparts with bars so theatrical they couldn’t help but flourish on the world stage. He enters the song with an eerie but melodic bridge, declaring: “Miscellaneous minds are never explainin' their minds / Devilish grin for my alias aliens to respond.
“Beef made competitive [rap] fall a little into the corny space,” No I.D. says, “because it was viewed as a marketing gimmick tool to try and get hot as an artist versus just being skillfully competitive, you know? I think Kendrick’s verse embodied both. He was bringing an element of competition that was stepping over the line to mention people's names, but it wasn't beef as we have viewed the way it happens in rap.
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