Sincere Apology or Publicity Stunt?

Last night, millions of Americans tuned in to watch the Grammy award show. Two of the most discussed artists of the night were rappers Macklemore and Ryan Lewis and Kendrick Lamar, who were nominated in several of the same categories. Many speculated who would win their categories. Macklemore and Ryan Lewis walked away with four Grammys while Kendrick Lamar, who was nominated for seven awards, received none.

Not long after the show ended, Macklemore posted a screenshot of a text message he sent to Kendrick on Instagram. The text, and caption, go on to commend Kendrick's album and the work he did this year saying, "It's weird and it sucks that I robbed you," and "he should have won...just giving [his album] its proper respect."

While on the surface this appears to be a genuine and graceful apology, the public relations skeptic in me can't help but wonder if this was sincere or a seized opportunity for good publicity. People's criticism of Macklemore winning the Best Rap Album category didn't go unnoticed. It's possible that while the text may have had good intentions, that he chose to make the conversation public in an effort to quell angered Kendrick fans. 

What do you think? Did Macklemore do the right thing by reaching out to Kendrick or was this simply a tactic to save face? Share your opinion below!