You guys want to delve deep into the industry weeds with a former insider? Don't tell em you heard it here
As we all know, Dave Free brought Kendrick to TDE. He's been Kendrick's personal manager and elevated his own personal clout with the masterful release and success of DAMN, including directing some of the music videos for that album. Ever since the DAMN victory lap, Dave has been MIA publicly...but has been working very close with Baby Keem, who is ALLEGEDLY Kendrick's little cousin. Keem produced tracks on recent TDE projects (Black Panther, Jay Rock album, Crash Talk) and even has a placement on the Beyonce Lion King soundtrack. He released a pretty successful mixtape/album "independently" as well. Keem's album was heavily produced by Cardo, who is managed by...Brock Korsan, AKA Brocky Marciano. IE a major player at Interscope who also was heavily involved in the creation/success of DAMN. Korsan leveraged that success into getting a better job, leaving Interscope for Warner Bros as their new senior VP of A&R/urban.
I'd bet money that Keem is actually on Warner and the independent stuff is bs. Not criticizing it btw, that's the way the game works. And I'd also bet that Dave Free will have his own imprint on Warner Bros next year. And...Kendrick just might follow him there. Obviously Kendrick is making bank on the best major label in music, plus he now has an ownership stake in TDE...but if he leaves bet on him going to Warner.
Who knows, maybe the entire TDE label will move to Warner.