In 2024, Kendrick Lamar became the master of the anti-rollout: Since the start of the year, he’s turned 12 words’ worth of X posts and a couple of tracks accompanied by still images to Instagram into an era-defining rap beef , a number-one single , and a booking to perform at the Super Bowl LIX halftime show , in New Orleans. Between his guest appearance on Future and Metro Boomin’s “ Like That ” and his chart-topping victory lap “Not Like Us,” Kendrick seized the country’s attention by lobbing

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