Lamar has been branded as the "new king of hip hop" numerous times.[175][176][177] Forbes said, on Lamar's placement as hip hop's "king", "Kendrick Lamar may or may not be the greatest rapper alive right now. He is certainly in the very short lists of artists in the conversation."[178] Lamar frequently refers to himself as the "greatest rapper alive"[179] and once called himself "The King of New York."[180]