GQ Magazine naming a rapper “Rapper of the Year” is just about as credible as VOGUE magazine covering Grits and Pork Chop recipes. The publication (GQ) which has targeted older white businessmen for decades is currently trying to update the brand by appearing more in touch with urban culture. Obviously this is an effort to appeal to more advertisers like sneakers and more young-end fashion retailers, look technology and cars as well as potential younger white subscribers with expendable income who are very much into urban culture.

The mistake MANY of these magazines, seek who have previously ignored urban culture, make is failing to COMPLETELY alter the perception by HIRING A NEW STAFF or DIVERSIFYING the current staff. They often if not always rarely feature a black man on the cover unless he is a major star (MEN’S Health is also guilty of this) weary not to offend subscribers who are often more used to seeing no named white male models on the cover. If this is their target that’s fine but understand when you do put a black man on the cover and have writers do the story who are removed from the culture, this is what happens. GQ has learned this lesson the hard way. The publication recently featured rapper Kendrick Lamar on the cover obviously aware of his quantum leap in celebrity because of his recent verse on “Control.”

The magazine dressed Lamar up and put him on the cover then insulted him as well as all of hip hop culture with a reporter for the magazine saying he was surprised at how “disciplined” Lamar and his team are, as if Lamar needed a leash while being photographed. He made an even greater insult by saying… “Kendrick doesn’t smoke weed or drink booze. In the time I spent with him, I never witnessed anyone roll even the thinnest spider leg of a jay (joint), nor did I see Kendrick so much as glance at the many, many girls around him.” The reporter was trying to sound like he had his ear to the street instead of his foot in his mouth. Fortunately, Lamar and executives at his label, Top Dawg Entertainment, did not take the observation as a “compliment.”

Indeed, it was a insult with racial overtones which indicated how dated GQ magazine and the staff are. Had they had any black writers in the editorial department, they would have been warned to cut that part out of the story. As a result, Lamar refused to attend the GQ Men of the Year party and pick up his top rapper honor last week. Other sources covering the mishap state GQ is miffed by Lamar’s response as if to say ‘what’s the problem?’

KUDOS to Kendrick and his team for taking a stand. GQ magazine is on our permanent sh#t list. Unfortunately, we are not confident many other rappers would have done the same thing as Lamar. –