Drake has stirred the music industry with explosive allegations, claiming Universal Music Group (UMG) and Spotify engaged in unethical tactics to artificially boost Kendrick Lamar’s track “Not Like Us.” In a pre-action petition filed in Manhattan court on November 25, 2024, the Canadian rapper accused UMG of orchestrating a scheme involving bots, payola, and deceptive practices to inflate the song’s streaming numbers.
The contentious filing stems from the high-profile feud between Drake and Lamar, which has seen both artists release diss tracks aimed at one another. Drake’s attorneys allege that UMG sought to manipulate public perception by making “Not Like Us” appear more popular than it genuinely was. This, they claim, was achieved through bot activity, influencer promotions, and reduced licensing rates with Spotify, in exchange for the platform recommending Lamar’s music over unrelated searches.
In an eyebrow-raising accusation, Drake’s legal team suggests UMG even paid Apple to misdirect Siri queries for Drake’s Certified Lover Boy album to Kendrick’s Not Like Us. While Apple has not been formally accused of wrongdoing, this claim adds another layer of intrigue to an already dramatic dispute.
UMG Denies Allegations
Universal Music Group swiftly denied the allegations, calling them “offensive and untrue.” In a statement, UMG reiterated its commitment to ethical marketing practices, emphasizing that music success is determined by fans’ choices. Spotify declined to comment on the accusations.
Despite UMG’s rebuttal, Drake’s attorneys argue the label has actively concealed its actions, even firing employees loyal to Drake. They also claim UMG pointed fingers at Lamar, suggesting Drake should sue the artist directly.
Drake’s legal filing delves into the corporate motivations behind the alleged manipulation. His team argues that Interscope, a division under UMG tied to Kendrick Lamar, had financial incentives to maximize the song’s success. Executives at Interscope allegedly benefited from “Not Like Us” revitalizing Lamar’s back catalog, further driving the label’s aggressive promotional push.
“Not Like Us” was one of the biggest hits of 2024, shattering streaming records and earning five Grammy nominations. However, rumors of bot activity and payola have plagued its meteoric rise. If proven true, Drake’s allegations could have far-reaching implications for the music industry, potentially leading to increased scrutiny of promotional tactics and streaming data integrity.
For now, the case remains in its preliminary stages, with Drake’s pre-action petition seeking further information before an official lawsuit is filed. The feud between Drake and Lamar, once confined to diss tracks, has now escalated into a legal and ethical battle that could reshape the streaming landscape.