Rumor Mill

FREE GAME: WHAT'S NEXT FOR LAMAR? (UPDATE)

August 26, 2021

As the hip-hop world awaits the next Kendrick Lamar album, a massive new deal is likely to be closed in the meantime. Where will the "HUMBLE" rapper release new material after his TDE swan song? Is he looking for new management as well?

With Kendrick Lamar announcing his swan song for TDE, and Top Dawg himself confirming the end of their very successful run, where does the Pulitzer Prize-winning rapper go from here?

The separation from TDE also includes management, with longtime associate Dave Free still alongside Lamar as creative partner. K-Dot has opted for new legal representation—Don Passman is now advising the Grammy winner. Is Lamar also looking to hire a new manager as he revamps his inner circle? 

Insiders expect Lamar to re-sign with UMG, which has his critically acclaimed catalog and publishing, and he did re-up with Jody Gerson’s UMPG in 2020. 

As the hip-hop world awaits the next Kendrick album, a massive new deal is likely to be closed in the meantime. He’s been “HUMBLE” long enough.

Pictured upper left: Kendrick Lamar; Dave Free with Baby Keem & Lamar
Pictured bottom left: Top Dawg; Don Passman