Joell Ortiz

what is cultural memory? news stories and internet videos are 3-minute clips. toddlers of the millennium can use a tablet before they know how to speak; instant fame has shrunk from the designated fifteen minutes to a few. the cycle goes: reality show star to porn debutante to burnt-out addict in 2 years. simply put, we're tired of remembering so we gave up on it.  

It’s been over a month since Kendrick Lamar shook the Rap world to its very foundations with his verse on Big Sean’s “Control”. If you have been hiding under a rock and have not heard the song, Kendrick claims the title of King of New York while appearing to take shots at J. Cole, Big K.R.I.T., Wale, Pusha T, Meek Mill, A$AP Rocky, Drake, Big Sean, Jay Electronica, Tyler, The Creator and Mac Miller. Rappers from every section of the globe bolted to their Twitter accounts and their soundproof studio booths to respond to the Compton native’s jabs. Some applauded Kendrick for giving rap a much needed shot in the arm, while others took things a bit more personally and made response records.

Joell flexes his muscles over Drizzy's "5 AM In Toronto" instrumental.