DAMN. is Kendrick at his most direct. It’s efficient and effective at dissecting the duality of Kendrick’s personality, personas he’s played around with in past projects. He uses this project both as a podium for social justice and as personal therapy sessions on self-loathing. There’s aggression and confrontation with the album cover, compassion and gentleness with “LOVE.” or “PRIDE.”. It’s a collection of juxtapositions that still proves cohesive as it’s anchored by Kendrick’s ideology and his trademark styles: beat switches, voice alterations, lush backgrounds, and a cunning knack for intricate raps.