Drake has initiated legal proceedings against Universal Music Group (UMG), alleging that the label engaged in unethical practices to artificially amplify the success of Kendrick Lamar’s diss track, Not Like Us.
The accusations, filed through Drake’s company, Frozen Moments LLC, in a New York court, claim that Universal and Spotify orchestrated a “scheme” using bots, payola, and other manipulative tactics to inflate the song’s streaming numbers and radio prominence. This move marks a significant escalation in the simmering feud between the two rap superstars.
The court filings describe Universal’s alleged actions as calculated and deliberate. According to Drake’s legal team, the label “did not rely on chance” but instead executed a “campaign to manipulate and saturate the streaming services and airwaves.”
They further assert that these actions created an unfair advantage for Lamar’s track, which was widely perceived as a pivotal blow in the rappers’ ongoing rivalry. Universal, however, has vehemently denied the allegations, dismissing them as “offensive and untrue” and emphasizing that music consumption is driven by fans, not corporate interference.
Unlike a full lawsuit, Drake’s legal action takes the form of a “pre-action petition,” a procedural step allowing his team to request that Universal and Spotify preserve documents and evidence that could later support a formal legal case. This filing is primarily directed at Universal, although Spotify is included as it may possess relevant information about the alleged scheme.
The BBC reports that Drake’s legal team is especially interested in internal communications and any agreements between the label and streaming platforms that might corroborate their claims.
The controversy centers on the meteoric rise of Not Like Us, which dominated charts and airwaves earlier this year. The track amassed 96 million streams in just one week, climbed to the number one spot in the U.S., and became a top 10 radio hit. Drake’s lawyers contend that these achievements were not entirely organic.
They claim Universal “conspired with and paid currently unknown parties” to artificially boost the song’s visibility, even cutting its royalty rate by 30% to incentivize Spotify to feature it prominently in user recommendations.
Further allegations include testimony from a purported whistleblower, who claimed on a podcast that they were paid $2,500 to deploy streaming bots that played Not Like Us on repeat. This tactic, they suggested, turned the diss track into a viral phenomenon.
Drake’s legal team also cited reports of similar manipulation on other platforms, including claims that Apple’s voice assistant Siri redirected users searching for Drake’s album Certified Loverboy to Lamar’s song instead. These alleged actions, they argue, represent a coordinated effort to overshadow Drake’s music and inflate Lamar’s popularity.
The legal action sheds light on a deepening rift between Drake and Universal Music Group, which has been his label since the start of his career. According to court documents, Drake attempted to address his concerns privately, but Universal allegedly showed “no interest in taking responsibility for its misconduct.”
The filing also accuses the label of retaliating against Drake by firing staff members perceived to be loyal to him, further straining their relationship. These claims suggest a breakdown in trust between the artist and his longtime collaborators.
Drake’s lawyers emphasize the high stakes of the streaming industry, calling it a “zero-sum game.” They argue that every manipulated hit unfairly diminishes the visibility and success of competing tracks, leading to economic harm for artists like Drake.
In their view, the alleged campaign for Not Like Us not only undermined his reputation but also cost him revenue and opportunities. Universal has rejected these claims outright, maintaining that it adheres to the highest ethical standards in its marketing practices.
The dispute also highlights the broader implications of streaming manipulation in the music industry. If proven, the allegations could raise questions about the integrity of streaming metrics, chart rankings, and award nominations. Universal, however, remains steadfast in its defense, asserting that the allegations are baseless.
“The suggestion that UMG would do anything to undermine any of its artists is offensive and untrue,” a spokesperson said. They added that “no amount of contrived and absurd legal arguments” can overshadow the fact that fans ultimately decide what music they listen to.
Adding to the intrigue, the legal filing coincides with Kendrick Lamar’s recent release of a surprise album, GNX. Widely seen as a thematic follow-up to Not Like Us, the album has already generated significant buzz.
The diss track itself has been nominated for four Grammy Awards, including Song of the Year, and Lamar is set to perform at next year’s Super Bowl halftime show. These achievements further solidify his position in the music industry, even as the controversy with Drake continues to unfold.
Despite these successes, Lamar’s popularity still lags behind Drake’s on a global scale. Spotify data places Lamar as the 23rd most-streamed artist worldwide, while Drake ranks 13th. This disparity underscores the competitive dynamics between the two rappers and adds context to Drake’s grievances about the alleged manipulation of streaming numbers.
The feud between Drake and Lamar has captivated fans and industry observers alike, evolving from subtle lyrical jabs to full-blown legal drama. While Not Like Us may have been the spark for this dispute, the case touches on broader issues of fairness and transparency in the music business.
As the legal proceedings unfold, they are likely to have far-reaching implications for how the industry approaches streaming promotion and artist relations.
For now, the spotlight remains on the courts, as Drake and his legal team prepare for what could be a groundbreaking lawsuit. Whether or not their claims hold up under scrutiny, the case has already ignited conversations about the ethics of streaming and the lengths to which labels might go to secure a hit.
Fans and critics alike will be watching closely as this high-profile battle between two of hip-hop’s biggest names continues to escalate.
