You have no idea how disappointed I was when I found out that Kendrick was not actually shouting “BIATCH!!! COLDPLAY!!!” near the end of this song. Once you hear that, you can’t unhear it.
A bit of context for this one: Lamar’s brilliant new album Good Kid M.A.A.D. City is a concept record with a loose autobiographical narrative, and this cut represents the moment when he realized the thrill of boasting in rap. So on one level, it’s kind of a normal ego-driven rap song, but on another, it’s a meta thing about how messed-up kids can empower themselves with words and beats.