On the track, Kendrick challenged a slew of emcees, rhyming, "I'm usually homeboys with the same niggas I'm rhymin' with / But this is Hip Hop and them niggas should know what time it is / That goes for Jermaine Cole, Big K.R.I.T., Wale, Pusha T, Meek Mill, A$AP Rocky, Drake, Big Sean, Jay Electron[ica], Tyler[, the Creator], Mac Miller / I got love for you all but I'm tryin' to murder you niggas / Trying to make sure your core fans never heard of you niggas [and that] they don't want to hear not one more noun or verb from you niggas / What is competition? I'm trying to raise the bar high."
The latest to take a swing at Kendrick was A$AP Ferg, who joined in on an A$AP Mob cypher on Funkmaster Flex's show on Hot 97.
"in a dark room in Harlem, thinkin bout shots / Aand how it barely grazed me and it coulda hit Rock / And a couple of other niggas but they dont roll wit my flock / Makaveli from Harlem, how u wanna be Pac?" rhymed Ferg, alluding to Kendrick's claim that he was the "king" of both coasts.
Next came references to Kendrick's Black Hippy compatriot ScHoolboy Q, Sherane, a person referenced on Kendrick's good kid, m.A.A.d city album, and Top Dawg Entertainment, a label to which Kendrick is signed:
"Wanna be a jiggy nigga from the East Coast, right? The Beast Coast, right? / I know u feelin the feet close right? / A heat to ya face and ya teeth all tight / Flex got beats? we gon beef all night / ScHoolboy you betta school ya boy, hit you wit the ruler boy / I'm the new 50 Cent, I will fuckin' Ja Rule ya, boy / Sh-sh-sh-shabba Ranks, before I hit you with the toola boy / Hit 'em wit the chopsticks, I will fuckin' Thai food ya boy / I don't sell rocks, nigga I smoke 'em / Fuck around on crack and that's no jokin' / The weed had me laced, I started West Coastin' / The shit was too potent, now im ready to poke somethin' / Rock, wanna know somethin?, Sherane got good brain / a couple Harlem nikkas had that b*tch up in a chicken wang / you Top Dawg? I heard you in the lick of things a hollywood bully where you..."
The cypher marked Ferg's second response to Kendrick's verse, after mentioning it in a GQ interview.
Watch the cypher below: