By Matthew Ruiz
On Wednesday night at ACL Live at the Moody Theater, the iTunes Festival at SXSW transformed into the Top Dawg Entertainment showcase. The management company, founded by Anthony “Top Dawg” Tiffith, had all of its artists—Kendrick Lamar, Schoolboy Q, Jay Rock, Sza, and Isaiah Rashad—on display, and with each set being streamed around the world on iTunes and VEVO, all eyes not Watching the Phone were on TDE that night.
Opener Isaiah Rashad certainly put the effort in, and served to warm the crowd up for Schoolboy Q, whose major-label debut LP Oxymoron entered the Billboard charts this week at No. 1. Donning a camo jacket and his trademark bucket hat, he performed with the swagger of a man who had long tired of being a No. 2. Frustrated his energy was not being returned at satisfactory levels, he chastised the crowd for not “turning up.”
“I know you’re here to see Kendrick,” he admitted, before adding, “It’s my f–king turn.”