“Kendrick (Lamar) is using a Trojan horse method on getting substance into his music. You’re attracted by the same imagery. Like Kendrick’s verse on “Fuckin’ Problems” is a good example. He almost doesn’t even belong on that record, but he makes it work. He even announces himself like, “Bitch, I’m Kendrick Lamar.” Like, even the way he announces himself on that record is like, “Listen, I’m letting you know that I’m out-rapping all these other rappers, but come into my zone and I’m going to give you something different.” I think that’s a more accessible, more relatable way to present consciousness and substance in music.”