Trending Now: PR expert says Not Like Us ‘rebrand’ led to rapper winning 22 Grammys and counting – Fans React

PR expert says Kendrick Lamar’s Not Like Us wasn’t a diss track, it was a rebrand, and it’s why he now holds 22 Grammys

Kendrick Lamar added to his legacy last year, sweeping five major categories at the 2025 Grammy Awards and pushing his career total to 22 wins. But according to one leading publicist, it was the calculated rebrand of his diss track Not Like Us that turned a moment of beef into an empire-defining statement.

Lamar took home record of the year, song of the year, best rap song, best rap performance, and best music video for the blistering track aimed at his longtime rival Drake. The song, which debuted in May 2024, broke streaming records and topped the Billboard Hot 100, cementing its place as one of the most commercially and culturally dominant rap records in recent memory.

“It’s rare to see a diss record get this kind of institutional validation,” said Marcus Clay, a music branding strategist and founder of Clay & Co. PR. “But Kendrick didn’t release a diss track. He released a cultural manifesto, and then built an entire rebrand around its message of integrity, roots, and West Coast pride. That’s what flipped the Grammys.”

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As Lamar walked up to accept the record of the year, Not Like U blared through the house speakers at Crypto.com Arena, prompting visible reactions from A-listers like Beyoncé and Taylor Swift, who danced and mouthed along to the lyrics.

In a subtle jab at his Toronto-born rival, Lamar wore a full denim ensemble, a nod to the Canadian tuxedo.

Despite the song’s explosive origins, Lamar kept his focus on community during his acceptance speech.

“We’re gonna dedicate this one to the city, Compton, Watts, Long Beach, Inglewood, Hollywood, out to the Valley, the IE, San Bernardino,” he said. “This is my neck of the woods that held me down since I was a young pup.”

The track originally lit up the internet after Drake’s Family Matters accused Lamar of hiding a partner and children, accusations that preceded the viral “A minorrrr” hook that fans now chant in clubs and arenas.

In Not Like Us, he questioned his opponent’s character, credibility, and presence in Black music spaces. Lines targeting Drake’s associates spread quickly across social media. But rather than let the track live solely in controversy, Lamar transitioned it into a broader statement on culture, artistry, and independence.

“Whitney in the video Crip walking,” Lamar said, referencing his partner’s cameo. “We’re gonna dedicate that one… All the West Coast artists early on: G. Malone, Problem, Bad Lucc, K-Boy, Daylyt, Mykestro… These are the cats that inspired me to be the MC I am today.”

“Everyone else was playing checkers,” Clay said. “Kendrick played chess, and that’s why he’s walking away with the most impactful diss track in Grammy history.”

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