Kendrick Lamar says TDE and its acts have a specific creative mindset.
“What our thing is is not really being confined to what everybody else is doing or what’s supposed to be the ‘it’ thing,” Kendrick Lamar says during an interview with Billboard. "We built our brand just by doing what we wanted to do to, the sound that we liked and love and people followed that."
Kendrick Lamar’s debut major label album, 2012’s good kid, m.A.A.d city, is one of the most acclaimed rap albums of the last several years, while fellow TDE member ScHoolboy Q’s Oxymoron album was released Tuesday (February 25) and is expected to be the #1 album in the country when sales figures are released next week.
Kendrick Lamar says that TDE CEO Anthony “Top Dawg” Tiffith helps the artists on his roster in a variety of ways.
“It may not be music,” Kendrick Lamar says. "It could be having gas money. He could have some type of love for you and respect for you, he’s gonna help you by any means, and that pertains to my career. That pertains to Q career. That pertains to the whole TDE. He just wants to see people achieve their goals.”