What a time to be Kendrick Lamar. A video of his meeting with Barack Obama was released on January 11, with the rapper revealing: “I saw down with President Barack Obama and shared the same views, topics concerning the inner cities, the problem, the solutions and, furthermore, embracing the youth. Both being aware that mentoring saves lives.” And on February 13, Kendrick will receive the key to Compton, the area of Los Angeles in which he grew up and to which he paid tribute on recent single ‘Alright’.
Oh, and then there’s the small matter of the 11 awards he’s nominated for at the upcoming 58th Grammys, to be held on February 11. To put this into perspective, the late Michael Jackson currently holds the record for the most nominations at the Grammys, having been up for 12 awards in 1994 (in the event, he won eight, another record). With nominations including Album of the Year for his instant classic ‘To Pimp A Butterfly’ and Song of the Year for ‘Alright’, which stands to win four awards, Kendrick must be feel quite chuffed with himself right now.
Well, the residents of Compton are pretty chuffed for him too, as they’ve raised a glass to his success through the video embedded below. It’s part of Witness Greatness, a Grammys ad campaign that champions the ambition and hard work that goes into being as successful as, say, Kendrick Lamar. Locals recite lines from ‘Alright’ until Kendrick himself turns up for a joyous rendition of the refrain. Fellow big-hitting Grammys nominees include Taylor Swift, Ed Sheeran and Mark Ronson, but can they boast this kind of homegrown support?