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He was trying to figure out which screw goes where. These dudes, they were hungry. They wanted to win. How hungry were you, Kendrick? Kendrick Lamar: I was too hungry, man. The summer I came over there, everyone was getting murdered and shit. There was a real war with my section and, like, two neighborhoods down the block. Compton [Calif. By the grace of God, we found the studio.

I got to actually do a verse, scrap it, do it over and just perfect my whole shit. And that gave me the upper hand among other artists. All of us at TDE, that gave us an upper hand. Everybody [else] was just trying to get a hit record. Top, why did you turn to music? Tiffith: My uncle, [gang leader-turned-community activist] Mike Concepcion, did music. I watched him. He had a bunch of producers, and then he wound up working with artists like Rome and Sylk-E.

Once this shit got super hot, they swept my neighborhood. And I had that plan ready, to go from here to there. Tiffith: They made me do this. When we picked it up, this dude told me he could help put it together. Tiffith: The next day, when he got in the car, he was looking for his blindfold. This is me, though. Anything I deal with, I need to know something about it. Lamar: That shit was like boot camp.

Getting in there and learning how to rap, put words together, freestyles and bars and shit. As time progresses, you develop. What did he say? Lamar: Like, that sounds like cologne -- we can sell that shit! Because good kid was already prepped. You were already working on good kid, m. As a result, Good Kid, M. Tiffith and his artists focused on creating great music that resonated with their target audience and let the numbers speak for them. D City. The next year TDE ran shit without dropping one record.

Kendrick was officially the hottest rapper in the game after Good Kid, M. The album also topped the charts and has sold over , records to date.

Not to mention Kendrick decided to drop off a random compilation album, untitled unmastered. That project still managed to top the Billboard , moving , units in the first week. Error: No connected account. Please go to the Instagram Feed settings page to connect an account. Really, just hard work, learning lessons as we go and our whole situation at Warner Bros. Jay Rock is pretty much our guinea pig.

Join the music execs and business leaders. Share on facebook. Share on twitter. Share on linkedin. Share on email. Share on whatsapp. September 27, Essay.

Outlets have been on a quest to explain what sets the year-old label apart from its peers. Unfortunately, these stories often do a disservice to TDE—and the culture—by not focusing on the important takeaways. Dan Runcie. Like this essay? Share it! However, the TDE leadership has undoubtedly mismanaged multiple situations with their artists. In order to foster a trustworthy relationship with their artists, TDE simply cannot force releases from SZA, force Kendrick Lamar to backtrack, or mislead fans with promises of new music.

Labels should not demand such intense control over artists when the artists themselves have a different vision for their work.