Drake has filed a petition in a New York court claiming that Universal Music Group (UMG) improperly inflated the streaming popularity of Kendrick Lamar’s song “Not Like Us,” which features scathing lyrics directed at Drake amid an ongoing feud between the two rap icons. Through his company, Frozen Moments LLC, Drake is seeking to preserve evidence that may support a future lawsuit against UMG, the distributor for both artists’ record labels.
The court filing asserts that UMG orchestrated a campaign to manipulate streaming services, particularly on platforms like Spotify, to boost the song’s visibility by allegedly utilizing automated systems and financial incentives to promote the track. According to the petition, UMG and Spotify are said to have a longstanding, mutually beneficial relationship, with the claim that special licensing rates were offered to Spotify for the song.
UMG has vehemently denied these accusations, calling them “offensive and untrue.” The company insists that it adheres to stringent ethical practices in its marketing efforts and emphasizes that the popularity of music arises from fan choice, not manipulation.
Released earlier this year, Lamar’s “Not Like Us” has become a massive hit, amassing over 900 million streams on Spotify. The track features pointed lyrics that further fuel the ongoing rivalry between Drake, a celebrated artist in the industry, and Lamar, who has gained significant acclaim including a Pulitzer Prize and is scheduled to perform at the next Super Bowl halftime show.
The rivalry, which dates back to 2013 with Lamar’s initial jabs at Drake, has intensified significantly in recent months. This legal move, although not yet a formal lawsuit, marks a significant development in their contentious relationship and involves key industry players connected to both artists.
This situation not only highlights the competitive nature of the hip-hop industry but also underscores the complexities of artist relationships, marketing practices, and streaming dynamics in a rapidly evolving music landscape. The public’s response to this ongoing feud could offer a deeper window into how fans engage with their favorite artists and the music they consume.
In a hopeful closing note, as both artists continue to produce impactful music, their rivalry can also inspire creativity and innovation in the hip-hop genre, encouraging fans to stay engaged and excited for what’s to come.