Two years ago, Lamar’s big “goal” was to get on the front of XXL, a “credible” magazine. At that time in his career being seen by the demographic actually supporting his music was important:
“Getting on this cover was definitely a goal because you watched all the other cats that was on there and you respect them and be like, ‘Whoa this is a credible magazine.’ You’ve gotta be dope to be on there and looked at by [XXL] so I always thought it was an accomplishment. I really appreciate y’all for looking out. I always keep the mindset that the music should go further than what it lives for, when people see the cover they’re going to expect music from me, so I’ve gotta be on top of that. I’ve gotta be on top of my interviews. I’ve gotta be on top of my shows. I just gotta keep the visuals out there now that the cover is out.” -Kendrick Lamar
By 2012, Lamar was just about everywhere. Building buzz for good kid m.a.a.d city, which debuted at No. 1 on Billboard. Hit singles surrounded him, the “Control” verse dropped, and before long “the mainstream” started taking notice. Every step in the 26-year-old’s career has inadvertently led him to this GQ moment.
According to publisher Conde Nast GQ’s audience is 73% male, age 33, with a median household income of $73,439. 2011 stats place XXL’s readership as a monthly publication at 78% (mostly African-American) male, age 27, with a median household income of $47,007.
Clearly, GQ is the upper echelon —at least in TDE’s view. But does the publication’s support, or lack thereof, change the way Hip-Hop sees Lamar? Not at all. Which is exactly why the GQ article shouldn’t be a big deal. Hip-Hop has been loyal to him and helped put him on the map because he’s a great artist, not over something as trivial as “making it out” of Compton, so to speak.
According to Forbes, Lamar brought in $9 million over the last 12 months, and that’s without GQ’s “Rapper of the Year” recognition. His music is well received by both critiques and fans, he’s won countless awards, and will likely earn a Grammy in the Best Rap Album category.
A less-than-accurate depiction in GQ doesn’t change any of that.
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