Over the past two years, Kendrick Lamar has evolved into hip-hop's biggest new star, dropping an instant classic album with good kid m.A.A.d. city, raising the bar for competition with "Control" and staking a solid claim as the best rapper alive right now. The voters for this year's GRAMMYs took note in a big way, nominating Kendrick for seven awards, including Album of the Year, Best Rap Album and Best New Artist.
As anticipation for GRAMMY Night grows, the organization is promoting each of its Best New Artist nominees with a short "Day In The Life" video. Kendrick's, above, finds him talking about the amount of work required to get to where he is, describing his schedule while on tour with Kanye West and sharing a few thoughts on his evolving recording process:
The process now is so spontaneous. It's whatever I get my hands on. Whenever an idea approaches, I've got to write it down. I've got to keep a mental note, whether it's a napkin, whether my phone, book, or anything. You know, because inspiration is everywhere. So that's how I remain focused on my art. Knowing it wasn't the hype, it wasn't press, it wasn't publicity stunts, it was the music, day one.
It's a nicely packaged look at Kendrick, both for GRAMMY viewers who may not be familiar with the rapper and long time fans. Check it out above.
The GRAMMYs are scheduled to air Sunday, January 26. Other nominees in the Best New Artist category include country artist Kacey Musgraves, British singer/songwriter Ed Sheeran, James Blake and Macklemore & Ryan Lewis. So far, the GRAMMYs have shared similar videos for the first three, as well as a video of Macklemore & Ryan Lewis performing "Can't Hold Us" on a New York City bus. Watch the James Blake feature, in which he discusses discovering dubstep, below: