MUSTAAAAAARRRD!!
December 2nd, 2024 | CULTR Collective
Kendrick Lamar’s Impact: Authenticity, Memes, and the Thin Line Between Appreciation and ‘Culture Vulturism’
Kendrick Lamar has a way of making the world stop and listen. When his album GNX dropped without warning, it wasn’t just another release—it was an event. Among the many standout moments, one unexpected shout, “MUSTARRRRRD!” on the track “tv off,” has turned into a cultural flashpoint. What started as a shoutout to producer Mustard (formerly DJ Mustard) is now everywhere—memes, tweets, and even corporate ad campaigns.
But this isn’t just another viral moment. It’s a reminder of how Black creativity consistently sets the tone for global culture. As Paul Mooney once said, “The Black man in America is the most copied man on this planet, bar none. Everybody wanna be a n*gga, but nobody wanna be a n*gga.” Lamar’s raw, joyful exclamation has become a marketing goldmine, with brands like Heinz and McDonald’s jumping on the trend. Heinz erected a billboard linking its mustard to the viral moment, while McDonald’s shared a social post featuring its honey mustard sauce, both aiming to capitalize off of Lamar’s moment.
This pattern is nothing new: an authentic moment emerges from Black culture, and the world races to mimic it. Kendrick’s ability to create these moments without losing himself is what sets him apart.
The brands hopping on the “Mustaaaarrrd!” trend aren’t just recognizing a funny moment—they’re trying to align themselves with Kendrick’s cultural influence. But if they want to do more than just profit from the moment, they should consider ways to genuinely engage with the culture that made it possible. That could mean amplifying Black voices, supporting emerging artists, or investing in the communities whose creativity inspires their campaigns.
As the internet shouts “MUSTAAARRRD!” and debates rage over diss tracks, one thing remains clear: Kendrick Lamar is not just the G.O.A.T. to his fans—he’s a living testament to the power of Black creativity to shape, influence, and define the culture.
Our commentary is crafted #ByTheCULTR #4TheCULTR.
