section_path: Other ventures/Entrepreneurship
section_name: Entrepreneurship
paragraph_text: Entrepreneurship
  
  Lamar has been described as an "authentic" businessman who takes "calculated steps to establish his brand from the ground-up" and leaves nothing to chance. He approaches traditional album rollouts with an unorthodox method, using Easter eggs and leaving cryptic messages. Before releasing a studio album, Lamar shares a promotional single taken from "The Heart", a timestamp song series designed to "observe the beating pulse behind his music." The vulnerable themes explored on the non-album singles have strengthened his relationship with his "inquisitive" fanbase known as Kenfolk. His real estate portfolio includes properties in California and New York. In 2011, Lamar crafted an original song with record producer Nosaj Thing to promote Microsoft 's Windows Phone in 2011. He starred alongside DJ Calvin Harris and singer Ellie Goulding in a marketing campaign for Bacardi in 2014.
  
  As a minority shareholder of TDE, Lamar was set to serve as the executive producer for the label's film division. He partnered with American Express on advertising campaigns for Art Basel and Small Business Saturday, and is an angel investor of the music creation platform EngineEars. Lamar has also partnered with several fashion designers and outlets. As a brand ambassador, he was involved with designing sneakers for Reebok and Nike, Inc. He developed working relationships with Grace Wales Bonner and Martine Rose; through their respective eponymous brands, they have dressed him for several public events. For her Autumn/Winter 2023 collection, Twilight Reverie, Lamar worked with Bonner to create the show's soundtrack with Sampha and Duval Timothy. Through PGLang, he composed the score and co-designed the stage for Chanel 's Spring/Summer 2024 haute couture collection.
  
  Lamar has been described as an "authentic" businessman who takes "calculated steps to establish his brand from the ground-up" and leaves nothing to chance. He approaches traditional album rollouts with an unorthodox method, using Easter eggs and leaving cryptic messages. Before releasing a studio album, Lamar shares a promotional single taken from "The Heart", a timestamp song series designed to "observe the beating pulse behind his music." The vulnerable themes explored on the non-album singles have strengthened his relationship with his "inquisitive" fanbase known as Kenfolk. His real estate portfolio includes properties in California and New York. In 2011, Lamar crafted an original song with record producer Nosaj Thing to promote Microsoft 's Windows Phone in 2011. He starred alongside DJ Calvin Harris and singer Ellie Goulding in a marketing campaign for Bacardi in 2014.
  
  As a minority shareholder of TDE, Lamar was set to serve as the executive producer for the label's film division. He partnered with American Express on advertising campaigns for Art Basel and Small Business Saturday, and is an angel investor of the music creation platform EngineEars. Lamar has also partnered with several fashion designers and outlets. As a brand ambassador, he was involved with designing sneakers for Reebok and Nike, Inc. He developed working relationships with Grace Wales Bonner and Martine Rose; through their respective eponymous brands, they have dressed him for several public events. For her Autumn/Winter 2023 collection, Twilight Reverie, Lamar worked with Bonner to create the show's soundtrack with Sampha and Duval Timothy. Through PGLang, he composed the score and co-designed the stage for Chanel 's Spring/Summer 2024 haute couture collection.