Drake’s taken direct shots from Kendrick before and did nothing more but cry about it. I’d suspect that he wouldn’t link up with Cole just to hide behind him when hiding in plain sight has been working for a decade now. There was money, BIG money in aligning himself with Cole, whose a big draw himself. The song went number 1. the tour sold out. There’s been legit excitement seeing those two make music together. That plus they’ve been friends since they came in the game together. People forget the original “Big Three” of the new generation wasn’t supposed to include Kendrick. There was Wale, Krit, Kid Cudi, and Jay Electronica kind of vying for that third spot with Big Sean, Cyhi The Prince and Charles Hamilton bubbling. Hamilton lost his fukking mind and his buzz went with it. Cyhi, due to label/management issues was never able to capitalize off the My Beautiful Dark Twisted Fantasy/ Good Music wave the way Sean did. Cudi went too far left too soon and was fighting drug problems. Krit signed to Def Jam, who didn’t really promote him right nor clear crucial samples he needed. Jay Elect fled to Europe to avoid paying Erykah Badu child support and waited a DECADE to drop an album. Wale had a nice run with MMG but never became a bonafide superstar. Kendrick literally LEAP FROGGED all of them nikkas plus his own label-mate Jay Rock when Section 80 dropped (some might say Overly Dedicated but i’m just going by general public consciousness) and became that third pillar when he delivered one of the greatest mainstream debut albums of all time.
I say all of this to say that Cole & Drake were anointed and solidified as the NEXT dudes a good 3 years before Kendrick started making a real splash. They knew each other. Had worked together. Had similar backgrounds (both biracial, black fathers, white mothers, semi-estranged from their fathers for a point during their youths, came up under the tutelage of popular mainstream rappers, combined rapping & singing, girls liked them, guys fukked with them, etc) so it makes perfect sense for them to have always been aligned.
Kendrick on the other hand never really seemed like he cared about Drake one way or the other. Drake put him on Take Care but its not like he was doing him any great favors and by that time Kendrick was pretty much solidifying himself as a force to be reckoned with. They went on tour. Then Kendrick pretty much ceased associating himself with him. He had TDE and the West Coast behind him he never needed alliances after he blew up. His relationship with Cole seems to have been one of mutual respect but again, its clear that Kendrick saw himself as a separate entity. Kendrick’s never really been publicly buddy buddy with anyone outside of TDE and he even left THEM behind at the first opportunity to have his own label situation.
All of this seems to stem from competition (as it should. This is rap we’re talking about) and Kendrick understanding that if he’s going to take out two birds with one stone NOW is the time. Drake will look even more like a punk if Cole responds (he will) and he doesn’t. That plus Drake went to war with Pusha-T, who we all know isn’t on Drake’s level of popularity but Kendrick very much IS of that level and again, Drake will look weak if he remains mum. This was a brilliant chess move on Kendrick’s behalf now he just has to back it up with a fire album and do something that rappers don’t do nowadays, include a full clip response to whatever Drake and Cole drop ON the album itself. Its time to bring back the days of Takeover and Ether, where the diss tracks are ON the album and live on forever. The Story Of Addinon is one of the best disses of all time…available on YouTube. Control was a great moment in battle history…available on YouTube. Hiss is a loosie track. Back to Back is a loosie track. Its time to out these shyts on ALBUMS