Hip Hop's Three-Headed Goat (2010's)

Written By: Alex Mack

Preface

Since it's inception, Hip Hop has been littered with generational MC's vying for the proverbial "crown" in an attempt to stake their claim and cement their legacy as a GOAT (greatest of all time). For many who grew up listening to Hip Hop throughout the 2010's, popular consensus would revolve around three primary faces to sculpt on to that generation's Mount Rushmore: Drake, J.Cole, & Kendrick Lamar. Having each etched out their own paths, it would be interesting to take a closer look at the archetypical branding each MC has reprised over the span of their respective careers.

Drake: Hip Hop's Loverboy

Drizzy Drake from Degrassi High, has made a career of crooning poignant lyrics, striking nerves without ever having to lay a finger. Heralded as the premier "vulnerable rapper", Drake has topped Billboards more times than Spiderman, while still managing to swing his fair share of romantic escapades. Escapades that more often than not have been skillfully woven into lyrical storyline that leaves fans and detractor alike speculating "which woman inspired this one". Evoking a sense of intimacy and connection with his fans through ambiguous lyrics that are often quoted as Instagram captions, Drake has seduced his way into playlists around the world.

Approaching his 6th studio album titled "Certified Loverboy", Drake has structured his brand image just as much around his lavish lifestyle, as spotting the luxuries of exclusive cars and clothes has become commonplace in music videos and in song references. Having reach the apex of superstardom and groomed for success by savvy veterans of the lifestyle, this archetypical turn was more of an inevitability than a shocker. Entering into the latter stage in his career it will be interesting to see Drake leverage his romantic endeavors and "reality tv lifestyle" with his newfound success as a ruling businessman.

J.Cole: Hip Hop's Everyman

Ever the one to step out of the spotlight, Jermaine Cole began deviating from the confines of the "rapper image" around the time of his second studio album. Choosing to ditch the jewelry and growing his low-fade hairstyle into a more unkempt majestic lion's mane. To demonstrate even more signs of his reluctance to keep up with appearances, Cole traded his luxury sedan for a good ole bicycle, choosing to navigate the streets of NYC with the same hunger that drove him to his success in the first place. Having just released his 6th studio album, "The Off-Season", J Cole stakes his claim as one of the best to ever grip a microphone and achieved the "everyman's childhood dream" of competing in a professional sport after debuting for the Rwanda Patriots Basketball Team in Africa.

J Cole's voice as a lyricist has evolved from a young hungry MC attempting to climb the ladder of NYC's hip hop game to that of a seasoned veteran looking to pass his wisdom on to the next generation. All the while, attempting to stay rooted and grounded to the struggles and concerns of the "everyday people" that usher him into GOAT conversations as "the people's champ". J Cole's depiction of his lyrical life story, both resonates with an wide audience of dreamers and relates his life experiences in a way that makes listeners feel they have actually developed a sense of understanding the reluctant superstar.

Kendrick Lamar: Hip Hop's Sage

Pulitzer Prize winner, Kung Fu Kenny has traversed hip hop's landscape with the lexicon and prowess of a Ivy-League elite, while offering a beacon of hope to those entrenched in gang culture and violence. Kendrick Lamar has ingratiated himself with scholars and street disciples alike for his depiction of culture and his portrayals of the proverbial yin and yang present in his music. "Swimming Pools", one of Lamar's first breakout hits sounds like a party anthem for inebriation, but after careful consideration of its lyrical content the festering deep rooted insecurities and family traumas of alcoholism rises to the surface like bubbles in a can.

It'd be hard to present Kendrick's merits as a Hip Hop GOAT without also mentioning the narratives he interweaves throughout his albums. On his second studio album "Good Kid M.A.A.D City" the narrative follows a Compton city youth trying to navigate the horrors of the hood while attending a party his crush, Sherane, is at. On his follow up album "To Pimp a Butterfly" Lamar elegantly articulates the highs and lows of the Hollywood culture he finds himself rooted and his treacherous dealings with "Lucy" a wicked-being set on leveraging the promise of fame and fortune for Lamar's soul. 2021 seems to be the year hip hop fans will receive his long awaited 5th studio album, not much is known about the album or how much Lamar has left in the tank compared to his contemporaries, but if his last offering "Damn" is any indication the Sage has much more to show.