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.  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".  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.  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.  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.