Kendrick Lamar and Black Hippy announced their signing to Dr. Dre's Aftermath Entertainment and Interscope Records in March 2012, a decision that was made on the strength of the imprints seeing their vision. During an interview with CBC.ca, K. Dot explained that they decided to go with the imprints because they had a history of fostering artists' creativity and encouraging growth.
"When [2010’s] (O)verly (D)edicated came out, we were shopping because that’s when the money wasn’t a factor – the numbers were crazy. So it was about who understood the vision. And Dre and Jimmy Iovine understood. They were just banking off talent, like Eminem. They understand how the growth of an independent company, like Aftermath, can develop into something that becomes its own Interscope, and that’s what we’re doing with Top Dawg Entertainment. We want to develop artists and put out solid albums like Eminem did with The Marshall Mathers LP and 50 Cent did with Get Rich or Die Trying – they’re records that stood the test of time. They understood that."
He also addressed Frank Ocean's coming out letter, stating that he supports the Odd Future crooner for being true to himself and not caring what others think.
"Yeah, he’s being his own individual. I respect him for coming out with it, knowing it’s a lot of tough-acting rappers out here that got the same sexuality and scared so they’ll go stage a front. I respect that man more for being aware. And nobody should say nothing about it, especially the rappers because you can shun him forever or whatever, but you’re wearing Versace, Louis Vuitton, Dolce. ... These people you wearing have the same sexuality. That’s the crazy part. Yeah, I respect that man."