Kendrick Lamar and Drake were the story at the 2013 BET Hip-Hop Awards, which aired Tuesday night, and not only because they won five awards each.
In a two-minute verse, part of a full-length Top Dawg Entertainment Crew freestyle rap "cypher" recorded for the show, the former asserted his dominance again.
Referencing his verse on Big Sean's "Control" and taking what may felt was another shot at Drake, Lamar declared himself "King Kendrick" amongst the rest:
"Nothing's been the same since they dropped 'Control' / And tucked a sensitive rapper back in his pajama clothes," the L.A. rapper began last night.
"Your s--t never penetrates / Pin the tail on the donkey, boy you been a fake," he went on. "I'm the master that masturbated on your favorite emcee."
As the crowd thunderously roared with each fiery line, Lamar boasted, "Hold up, wait a minute / Your career ain't s--t unless you got some Kendrick in it."
You can officially say that the hip hop community is on notice.
Lamar's diss of Drake was not his first. Drizzy was among those name-checked on "Control" as rappers Lamar feels he is better than right now.
The MC's venom and apparent egotism provoked a mini-outrage this summer, with Kendrick responding that it's all about leaving a mark on the genre.
Lamar added that he meant no disrespect, he was only asserting himself as the best, which is standard in this game. Still, this takes it to a new level.
His verse in the BET Hip-Hop Awards cypher was, again, nothing personal against Drake or anyone else. He's just better than anyone else, and they're soft.
Drake was not on hand to respond, musically or otherwise.
Follow this link for a full list of BET Hip-Hop Awards 2013 winners and then vote in our survey below: Who's the better rapper, Kendrick Lamar or Drake?