If you’ve spent any time on the internet recently, you’ve heard that specific, high-pitched mocking voice. "What is it? The braids?!" It’s everywhere. It’s on TikTok, it’s in your head while you’re trying to sleep, and it’s basically the definitive sound of 2024’s biggest rap war. Honestly, if you aren't familiar with the what is it the braids lyrics, you’ve probably been living under a very quiet rock.
The line comes from Kendrick Lamar’s "Euphoria," a six-minute demolition job aimed squarely at Drake. But while the whole song is a masterclass in hating, this one specific question—What is it? The braids?—has taken on a life of its own. It’s not just a funny voice. It’s a surgical strike on Drake’s identity, his business tactics, and even his physical appearance.
The Actual Bar: Breaking Down the Context
To understand why people are obsessed, you have to look at the setup. Kendrick drops this line after a series of bars about Drake’s "cutthroat business" and how he’s got things "twisted."
"Cutthroat business, you got shit twisted / What is it? The braids? / I hurt your feelings? You don't wanna work with me no more? Okay."
Kendrick delivers it in this whiny, nasal tone that perfectly mimics someone having a petty meltdown. It’s mocking. It’s condescending. It’s basically Kendrick telling the biggest star in the world, "Are you really this sensitive?"
The Double Entendre
The word "twisted" is the key. In the context of what is it the braids lyrics, Kendrick is playing with two meanings. One, that Drake is confused or has the wrong idea (his logic is twisted). Two, a literal reference to the way hair is manipulated to create braids.
Basically, Kendrick is asking if Drake’s hair is pulled so tight that it’s actually cutting off circulation to his brain. It sounds like a playground insult, but in the world of high-stakes rap beef, it’s a way of calling someone’s entire persona into question.
Why the Braids Matter in This Beef
You might be thinking, "It’s just a hairstyle, who cares?" In hip-hop, hair isn't just hair. It’s cultural currency.
For years, Drake rocked a signature fade. Then, as he leaned more into a "tougher" aesthetic and started collaborating with artists from the UK and the Caribbean, he switched to braids. Kendrick’s jab is part of a larger argument he makes throughout his diss tracks—that Drake is a "culture vulture."
By asking "What is it? The braids?", Kendrick is implying that Drake’s new look is a costume. He’s suggesting that Drake is trying to buy authenticity through a hairstyle associated with the "struggle" or the "streets" that he didn't actually grow up in.
The Kurtis Blow Theory
There’s a deeper, nerdier level to this that some hip-hop historians have pointed out. The way Kendrick says the line is remarkably similar to the cadence of Kurtis Blow’s 1980 classic "The Breaks."
Blow was the first superstar of hip-hop, but he was also one of the first to be criticized for being "too commercial" or "too poppy" for the core audience. By echoing Blow’s style, Kendrick might be subtly comparing Drake to the original commercialized rapper—someone who is successful but maybe a bit disconnected from the raw roots of the art form.
The Viral Power of a Catchphrase
Let’s be real: most people aren't thinking about Kurtis Blow when they hear this. They’re thinking about how funny it sounds.
The what is it the braids lyrics became an instant meme because the delivery is so distinct. It’s the ultimate "u mad?" response. If someone is being overly sensitive or acting out of character, you just hit them with the "What is it? The braids?!"
It’s rare for a diss track to produce a line that works both as a lethal insult and a lighthearted joke. Kendrick managed to do both. He made it so that every time Drake appears on screen with his hair braided, millions of people instinctively hear Kendrick’s mocking voice in their heads. That’s a level of psychological warfare you can’t buy.
Beyond the Meme: The Emotional Impact
Kinda crazy how three words can sum up a decade of tension, right?
Before "Euphoria" and "Not Like Us," the beef between these two was mostly "subbing"—dropping hints in songs without naming names. When Kendrick finally let loose, he didn't just rap better; he attacked the idea of Drake.
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The "braids" line is the peak of that. It’s Kendrick saying, "I see through the image. I see the insecurity behind the tough-guy act." It resonated because a lot of people felt the same way but didn't have the Pulitzer-winning vocabulary to say it.
What Happens Next?
Honestly, the "braids" era of Drake might be over. Or maybe he doubles down. Either way, Kendrick has claimed that territory.
If you’re trying to use these lyrics in your own life (and let’s face it, we all are), just remember it’s all in the delivery. You’ve gotta hit that specific pitch. You’ve gotta sound exactly like you’re talking to a toddler who just lost their favorite toy.
The what is it the braids lyrics aren't just words; they’re a vibe. A very, very disrespectful vibe.
If you want to really get the "Euphoria" energy right, go back and listen to the song with high-quality headphones. You can hear Kendrick’s breathing and the slight shifts in his voice that make the "braids" line stand out even more against the aggressive beat. Watch the "Not Like Us" music video too—the visual references to "the culture" vs "the industry" make the hair-related insults hit even harder.