I actually had an epiphany a few mornings ago while skimming through some new releases that dropped. I threw on the new A$AP Ferg and immediately shut it off after 30 seconds of the first few songs and went back to De La’s new album for a palette cleanser. Then I thought, “wow… De La really ruined a lot of these other albums for me because they shined a light on the lack of substance in mainstream rap”. It’s really night and day. What GNX lacked in substance (although there was still stuff to unpack), it more than made up for with the overall soundscape of the project, which was different than anything else out there, then and now, while still being very accessible.
What we’re left with is a sea of mainstream rappers trying to restore a feeling that doesn’t necessarily need to be restored. Nobody is trying anything new. Meanwhile, the older heads are carrying the torch and putting out quality releases, staying true to their sound, and finding ways to stay culturally relevant without sounding dated.
Long story short, this isn’t a Kendrick problem. It’s an everybody else problem, but I’m sure the OP was at least semi-aware of that when he started this thread
I’m just glad to see artists focused on creating albums again, instead of chasing that one “hit” that might stick.