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Kendrick Lamar Logo

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In August 2011, while performing at a West Los Angeles concert, Lamar was dubbed the "New King of the West Coast" by Snoop Dogg, Dr. Dre and Game. [43][44] On August 24, 2011, Lamar released the music video for the Section. 80 track, "ADHD". The video was directed by Vashtie Kola who had this to say of the video: "Inspired by "A. D. H. D"'s dark beat and melancholy lyrics which explore a generation in conflict, we find Kendrick Lamar in a video that illustrates the songs[sic] universal and age-old theme of apathetic youth. (…) Shot in New York City during the sweltering July Summer heat". [45] In October 2011, Lamar appeared alongside fellow American rappers B. o. B, Tech N9ne, MGK, and Big K. R. I. T. , in a cypher at the BET Hip Hop Awards. [46] Also in October, Lamar partnered with Windows Phone, and crafted an original song with producer Nosaj Thing entitled "Cloud 10", to promote Microsoft's new product. [47] During 2011, Lamar appeared on several high-profile albums including Game's The R. E. D. Album, Tech N9ne's All 6's and 7's, 9th Wonder's The Wonder Years and Canadian recording artist Drake's Grammy Award-winning Take Care, which featured Lamar on a solo track. [48]



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