(AllHipHop News) “Death To Molly,” are the final words on the screen at the end of Kendrick Lamar’s latest video for “B####, Don’t Kill My Vibe.” Now the West Coast emcee is explaining the meaning behind his metaphorical killing of the present drug of choice for many in Hip Hop. “When everybody consciously now uses this term or this phrase and putting it in lyrics, it waters the culture down,” Kendrick tells MTV’s Sway in a recent interview. “So it’s really just time to move on.” References to Molly (a powdered or crystallized form of MDMA) has seen a rise in rap songs in recent years. The drug has also seen greater usage among young people. According to a 2012 study by the National Institute on Drug Abuse, 2% of eighth graders, 5% of 10th graders, and 7% of 12 graders reported to have tried MDMA throughout their lifetime. Nearly 12% of respondents between the ages of 18-25 admitted to using the drug at one point. Molly became part of a huge news story recently when rapper Rick Ross lost an endorsement deal with Reebok because of his controversial lyrics on Rocko’s “U.O.E.N.O.” On the track Ross raps, “Put Molly all in her champagne/she ain’t even know it/I took her home and I enjoyed that/she ain’t even know it.” The lyrics were viewed by some as supporting or glorifying date rape leading to protests from women’s groups. [ALSO READ: Rick Ross To Lose $3.5 – $5 Million From Dropped Reebok Deal] “Sometimes you have the trends that’s not that cool,” says Kendrick speaking in general about the overuse of Molly mentions in rap music. “You may have certain artists portraying these trends and don’t really have that lifestyle and then it gives off the wrong thing. And it becomes kinda corny after a while.” Kendrick’s ceremonial burial of the party drug is his way of pushing the culture forward past the “Molly Era.” [ALSO READ: Kendrick Lamar Says He’s Inspired By Kanye West, Calls ‘Yeezus’ Title Genius] Watch Kendrick Lamar’s MTV interview below.