NEW YORK, United States (AFP)— Canadian rap icon Drake has launched a high-stakes legal offensive against Universal Music Group (UMG), accusing the record label of orchestrating a scheme to artificially boost rival Kendrick Lamar’s streaming numbers. In a series of court filings released this week, Drake claims that UMG manipulated the success of Lamar’s hit track “Not Like Us” by inflating its streaming statistics and by allowing harmful content to be published without oversight.
Drake, who achieved the title of the world’s highest-grossing rapper last year, has been embroiled in a bitter feud with Lamar, a Pulitzer Prize-winning artist, that has played out publicly for years. This rivalry, known for its fiery diss tracks and public barbs, reached a fever pitch this year, especially following the release of Lamar’s controversial track.
“Not Like Us” quickly became a global hit, amassing over 900 million plays on Spotify and earning multiple Grammy nominations, including Song of the Year. However, Drake contends that UMG played a pivotal role in ensuring the song’s viral success, by allegedly offering Spotify a below-market licensing deal. He further claims that UMG employed automated bots to artificially inflate the song’s streaming numbers, boosting its visibility across the platform.
In a New York court filing, Drake accuses UMG of using “unethical” methods to secure Lamar’s success, stating that the label designed a viral marketing campaign with the sole intention of damaging Drake’s reputation and generating enormous profits. The court documents suggest that UMG was fully aware of the provocative nature of Lamar’s lyrics, which included accusations against Drake involving underage girls, yet proceeded to distribute the song without making any necessary edits.
“UMG executed a calculated plan to turn ‘Not Like Us’ into a viral sensation,” the petition reads, “and in doing so, they knowingly fueled a spectacle that would harm Drake’s image and line their own pockets with the ensuing revenues.”
While neither of the filings is a formal lawsuit, they set the stage for potential legal action down the line. The legal team for Drake has made it clear that these submissions are the first step toward holding UMG accountable for what they describe as an unethical campaign.
A spokesperson for UMG vehemently denied the accusations, stating, “We uphold the highest ethical standards in all of our marketing and promotional efforts. The notion that UMG would undermine any of its artists for financial gain is both baseless and offensive.”
The drama comes just days after Lamar dropped his surprise new album, GNX, and ahead of his highly anticipated performance at the Super Bowl halftime show in February, which will be watched by millions globally. With tensions between the two rap titans at an all-time high, the legal battle adds a new layer to their already contentious relationship.
As the legal proceedings unfold, all eyes are on how the case may impact the broader music industry and its promotional practices, with both artists poised to continue pushing boundaries in the competitive world of hip-hop.
