Kendrick Lamar, one of XXL Magazine’s 2011 Freshmen of the Year, is one of my new favorite artists in hip hop. The first to admit that he doesn’t see himself as the “next socially conscious rapper,” Kendrick definitely has his own sound and a level of sincerity in his music that seems to be working for him. Each day, more and more people are asking me if I’ve heard of/listen to/ enjoy his music. Each day, I respond with “100%. I’m really excited to see what this man is going to do for the genre.” The next big thing to come out of Compton–though nothing like Doc Dre or Game–destroys this wonderful beat produced by J. Cole. Peep it.