University of Texas graduates participated in commencement ceremonies, beginning at 8 a.m. and lasting well into the evening. In just 12 hours, Kendrick Lamar and the Top Dawg Entertainment roster - Jay Rock, Ab-Soul, ScHoolboy Q, SZA and SiR - would take center stage at the Austin 360 Amphitheater. Doors didn’t officially open until 11 a.m., but fans and potential buyers camped outside of the store hours before. When doors opened, fans sifted through a plethora of Kendrick Lamar, ScHoolboy Q, Jay Rock and SZA-branded merch items. Branding for the Championship Tour was a noticeably cohesive effort, from the merchandise to the production.

Source: Forbes May 19, 2018 19:41 UTC