Summary
Background and Early Career
Kendrick Lamar's Forbes 30 Under 30 cover interview, conducted by senior editor Zack O'Malley Greenburg, offers an in-depth look at the acclaimed rapper's journey from Compton streets to global superstardom. The article highlights that Lamar has earned an impressive $78.5 million over five years, including a career-best $30 million in 2017. His songs garnered over 2 billion spins that year—surpassing both Beyoncé and Bruno Mars—while commanding more than $1 million per night for performances.Lamar reveals he began freestyling at approximately age eight and developed a passion for hip-hop at just four years old when his father would constantly play music at home. He recounts a family story about his father blasting Big Daddy Kane's music while bringing newborn Kendrick home from the hospital, much to his mother's frustration. His initial musical influences were predominantly West Coast artists including Snoop Dogg, Dr. Dre, N.W.A, Ice Cube, Tupac Shakur, and Kurupt, along with East Coast pioneers like Big Daddy Kane, Afrika Bambaataa, and Professor X. What fundamentally connected Lamar to these artists was their ability to tell authentic stories that resonated deeply with their audiences, creating meaningful connections that he would later strive to emulate in his own work.
Mentorship and Professional Development
Lamar discusses two key mentors who profoundly shaped his career trajectory. The first was Anthony "Top Dawg" Tiffith, whom Lamar met at age 16. Unlike other influential figures in Compton who sometimes guided youth toward negative paths, Top Dawg offered positive direction and opportunity. This connection occurred through Dave Free (another Forbes 30 Under 30 honoree), who ingeniously secured them studio time by offering computer repair services. His second significant mentor was Dr. Dre, who served as an inspiration simply by being a successful figure from Compton who "looked like my uncles, looked like my brothers." Lamar shares one of Dre's pivotal pieces of advice delivered while Lamar marveled at Dre's mansion: "The easy part is not getting it... You have to keep this big motherfucker," he uses this quote in
Wesley's Theory. This emphasized the importance of sustaining success through continued hard work, learning, and asking questions—a practice Lamar admits he's still developing as he navigates business ventures beyond music.
Artistic Identity and Creative Evolution
A defining moment in Lamar's career came when he abandoned his stage name K-Dot and began performing under his birth name, Kendrick Lamar, simultaneously embracing his authentic narrative as "a good kid in a mad city" and he told that story with the album
"good kid, m.A.A.d city". This shift in identity coincided with a deeper commitment to creating music that reflected his genuine experiences rather than imitating trends or chasing commercial success. Lamar candidly discusses making what he calls "terrible" songs early in his career but views these failures as crucial learning experiences that strengthened his resolve. Rather than being discouraged, these setbacks reinforced his commitment to music and helped define his artistic direction.When asked about "mumble rap" and his responsibility as what many consider "the greatest rapper alive," Lamar emphasizes the importance of respecting hip-hop's founders while allowing the genre to evolve naturally. He encourages newer artists to be authentic to themselves but never forget or disrespect those who laid the groundwork for their opportunities. Lamar acknowledges that his biggest creative mistake was "watching the other artists' success and thinking that can be my own success," emphasizing that finding his unique voice was the turning point in his career.
Business Philosophy and Entrepreneurship
Lamar articulates what the interviewer terms "conscious capitalism"—insisting on complete creative control in his business partnerships while ensuring they deliver meaningful impact beyond financial gain. This philosophy is exemplified by his 2014 Reebok collaboration, which featured one red and one blue shoe symbolizing peaceful coexistence between Bloods and Crips gangs. He points to the tangible impact of this partnership when he returns to Compton and sees former rivals wearing his shoes, demonstrating how thoughtful commerce can influence culture positively.Regarding his complex record label arrangement (TDE, Aftermath, and Interscope), Lamar attributes its success to the major labels understanding and supporting TDE's independent mindset rather than attempting to change their approach. He explains that TDE "always worked as an independent company" and maintained that ethos even after partnering with larger entities, which created a productive relationship where the majors helped amplify TDE's vision rather than redirect it. Lamar now mentors newer TDE artists, encouraging them to prioritize artistic authenticity over chasing commercial trends, which he believes leads to more sustainable success.
Social Impact and Cultural Recognition
The interview highlights Lamar's significant social consciousness and cultural influence. His music addresses contemporary issues such as unrealistic beauty standards promoted through Photoshop (referenced on his album
DAMN.), while his
2016 Grammy performance—performed in chains and a prison uniform—raised awareness about mass incarceration. As President Barack Obama's favorite rapper, Lamar visited the White House twice, which he frames not as a personal achievement but as Obama "letting urban kids walk inside that building," recognizing the symbolic importance of representation.When asked about balancing messages for different audiences (described as "preaching to the choir and preaching to those who are outside of the church"), Lamar explains his approach of being unapologetically honest about both his convictions and his flaws. He believes this transparency allows him to connect with diverse listeners by demonstrating his humanity: "I'm not some type of God... I'm a human just like the people in this church and the people outside of this church." This authenticity, he suggests, bridges different communities and creates genuine connection through shared vulnerability.Lamar also expresses admiration for Colin Kaepernick's principled stand, emphasizing the importance of persisting in one's beliefs despite opposition—focusing not on immediate outcomes but on long-term impact for future generations.
Perseverance and Overcoming Failure
Lamar concludes the interview with profound advice for entrepreneurs and dreamers, emphasizing the critical importance of confronting and overcoming failure. He observes that approximately 80% of people fear failure, but suggests this fear must be "intimidated with work ethic." Lamar identifies failure as the primary obstacle preventing people from pursuing entrepreneurship and following their dreams, noting that fear of judgment, financial loss, and uncertain future outcomes can be paralyzing.His philosophy centers on recognizing that failures represent valuable lessons and experiences that can benefit both oneself and others. He encourages thinking beyond immediate obstacles to consider long-term legacy and impact, emphasizing that even when efforts seem unsuccessful in the moment, they may serve to inspire the next generation: "You have to look at, from a base of what do you want to be remembered for."This perspective encapsulates Lamar's broader approach to his career and life—blending commercial success with social consciousness, artistic integrity with business acumen, and personal growth with community impact—creating a model of conscious achievement that extends far beyond music.*There may be errors on this page.
