Canadian rapper Drake has taken legal action against his record label, Universal Music Group (UMG), and music streaming giant Spotify, accusing them of unethical practices to promote Kendrick Lamar’s hit single Not Like Us. The lawsuit, filed on November 25, 2024, marks a dramatic escalation in the long-standing rap rivalry between Drake and Lamar.
Allegations of Favoritism and Streaming Manipulation
Drake alleges that UMG, the label to which he is signed, engaged in actions detrimental to his career, including terminating staff perceived as loyal to him. These moves allegedly aimed to prioritize Lamar’s success during the peak of their publicized feud. Furthermore, Drake claims that a whistleblower at UMG revealed that both the label and Spotify inflated the song’s streaming numbers using bot-generated plays, propelling Not Like Us to viral status. The track has since amassed 914 million Spotify streams.
UMG’s Response
UMG has denied any wrongdoing, dismissing Drake’s claims as “offensive and untrue.” In a statement, the label asserted:
“We employ the highest ethical practices in our marketing and promotional campaigns. The suggestion that UMG would do anything to undermine any of its artists is absurd and without merit.”
The label reportedly advised Drake to target Lamar directly with legal action and hinted at potential counter-litigation against Lamar if the case proceeds.
Motives Behind the Lawsuit
Industry analysts have speculated about Drake’s motivations. Some believe the lawsuit stems from frustration over perceived favoritism, while others suggest it could be a strategic move to strengthen his position in renegotiating his contract with UMG, which was last valued at $500 million. Critics, however, view the lawsuit as a petty attempt to salvage pride after losing ground in his feud with Lamar.
Historical and Legal Implications
This is not the first legal skirmish in the Drake-Lamar rivalry. In an earlier episode, 2Pac’s estate issued a cease-and-desist order against Drake for using an AI-generated verse by the late rapper in his diss track Taylor Made Freestyle, allegedly at Lamar’s prompting.
Drake’s lawsuit also raises broader questions about ethics in the music industry. If proven true, his accusations of bot-driven streaming could set a significant precedent in combating artificial inflation of song metrics. Observers say the case could shine a spotlight on the murky world of streaming manipulations and how they impact artists’ careers and royalties.
What Lies Ahead?
As the legal battle unfolds, it promises to be a landmark case with ramifications for the music industry. Whether Drake’s claims hold up in court or are dismissed as an extension of rap rivalry remains to be seen. The verdict could reshape how streaming platforms and record labels handle promotional strategies and artist relations in an increasingly competitive landscape.
