David Hampian on Kendrick Lamar and Raising the Bar

From David's interview with Covers:

David Hampian was responsible for shaping and leading the marketing strategy for The Pop Out, in close collaboration with Amazon Music’s artist teams and pgLang.

The event marked Lamar’s first hometown performance of “Not Like Us” and became one of the most talked-about live moments of the year.

Hampian explained that while huge moments like The Pop Out may appear inevitable, there are still risks involved for artists like Kendrick Lamar.

“When an artist has a culture-defining moment as big as The Pop Out, the risk is in defining what's next. The bar is higher. How can they build on that moment, but with a new bag of tricks? But this is what fuels great artists and pushes culture forward.”

Turning a song into a cultural moment

The first live performance of “Not Like Us” instantly turned a diss track into a global cultural event. And Hampian told us that’s largely down to Kendrick’s abililty to read the cultural context of the moment.

“A song becomes a moment when an artist has a deep understanding of the cultural context. What's happening in the world? How are people feeling about it? How are they expressing it? Great artists are able to tap into that in ways most people just can't.”

Kendrick Lamar’s popularity has soared in recent years, with some suggesting that might actually make it even more difficult for new artists to break through on their own terms. But Hampian doesn’t believe this raising of the bar will prove detrimental to new talent in the long-run.

“Hip-hop is competitive, “ he explained. “An artist like Kendrick who raises the bar only inspires other artists to exceed those heights and push the culture forward even more.”

Huge talents like Kendrick Lamar stay at the top because they consistently push the boundaries, and as they do so they change they industry time and time again.

“Kendrick is able to push music forward because he's intentional. There is a really defined sense of identity in everything he does.”

”In the business world, we would call these brand values. To the audience, it looks like authenticity. He's not chasing his peers or the latest trend. He's staying on his own path. And if you have the talent to back it up, you'll end up leading the pack.”

Kendrick builds intrigue and hype through subtraction

One of the ways in which Lamar has set himself apart in recent years is through his tendency to disappear for long stretches of time without ever losing his audience. And that’s largely down to the trust he’s built up over the years.

“Content in general has become such a volume game. The higher your output, the faster you grow.”

”Artists like Kendrick are able to build intrigue and hype through subtraction - they leave for a bit and everyone gets spun up. It's due to the trust he's built with his audience. He's consistent. We know that when he drops, it's going to be legendary. Not everyone can do that.”

When an artist like Kendrick Lamar drops, people know it will matter. That trust is vital to the ongoing success of any artist, but it’s not something that’s easy to build and sustain in the long-term.

“Building trust is a lot harder than breaking it.” Hampian told us. “For artists, that relationship starts immediately. Everything you do is a cue to your audience. Do we believe this guy or no? While it can take years to truly solidify that trust, one move can wipe it all away overnight.”

Changes in definition of pop music pave the way for record-breaking night at the Grammys

Given recent movement in the odds, it looks highly likely that Kendrick Lamar will dethrone Jay-Z and take the title of most decorated rapper at the Grammys in February.

We spoke to David Hampian about the collection of trophies Kendrick has now amassed, and why he seems better placed to pick up the top awards than some of the most successful rappers of recent years.

“It's largely just due to his sheer talent and greatness. But another aspect is that the definition of pop music is increasingly broad. Rap is pop music. It's much less of a "second-class citizen" at award shows than how it was treated in the past.”

Kendrick now only needs four more Grammys to claim Jay-Z’s title. He’s the clear favorite in four categories, and with nine nominations to his name he could well smash that record on the night. But even if happens, Hampian feels it’d be a mistake to compare the two artists.

“Music is so moment-driven. Kendrick taps into what people feel right now, just like Jay-Z did when he was on top. Jordan vs. LeBron. You can't compare eras.”