Drake has recently stirred the pot once again, taking legal action against Universal Music, accusing the label of playing dirty during his long-standing rivalry with fellow artist Kendrick Lamar. The source of contention? Lamar's track "Not Like Us," which some have dubbed the turning point in their musical feud.
The Canadian superstar claims Universal is guilty of defamation, asserting the widely circulated lyrics of Lamar's song falsely label him as a sex offender. According to legal documents filed by Drake, Universal not only could have stopped the release but actively chose not to, allowing the track to be marketed, which he argues was all part of their plan to capitalize on the ensuing hype. "They executed a plan to make the song a viral mega-hit," Drake's documents state, blaming the label for using Lamar's inflammatory lyrics to escalate public frenzy and generate substantial sales.
Interestingly, this legal skirmish follows separate allegations where Drake asserted Universal unlawfully boosted the song's visibility on Spotify. Writing off the record label's assertions as "offensive and untrue," Universal responded by stating, "We employ the highest ethical practices in our marketing campaigns. No amount of contrived and absurd legal arguments can mask the fact fans choose the music they want to hear." It's clear Universal is on the offensive, standing firm against the accusations.
The latest filings, which are labeled as "pre-action petitions," don’t exactly constitute official lawsuits but grant Drake's lawyers the ability to request the court preserve any relevant documents before initiating more extreme legal proceedings. This round of legal maneuvering also involves iHeartRadio, known for operating around 850 radio stations nationwide, with Drake's team alleging the track garnered over 25 million listens on their stations shortly following its release.
Sources reportedly pointed to a whistleblower claiming Universal engaged in shady dealings, perhaps even making covert payments to iHeartRadio as part of what Drake's legal team terms as "pay-to-play schemes" to promote "Not Like Us." While his team admitted they've struggled to definitively confirm these assertions, they argue, considering iHeartRadio's status as the leading audio company, it is the most likely party involved.
Also piled up against Universal are claims they utilized bots to inflate Lamar's streaming numbers, enhancing visibility and reach for his diss track. Supporters of Drake argue the song's success was artificially engineered, with allegations surfacing about influencers being financially incentivized to promote "Not Like Us" across various platforms. These assertions have also been vociferously denied by Universal, signaling their intent to refute all allegations made by Drake's camp.
This saga adds flames to the relentless rivalry between Drake and Lamar, two titans of the hip-hop world whose relationship has been fraught with tension over the years. Drake's complaints against Universal shed new light on the darker side of the music industry, examining the lengths companies may go to influence artist standings within the fiercely competitive streaming ecosystem.
The backdrop of this legal strife is significant; "Not Like Us" launched at number one on the US charts, quickly accruing accolades and nominations, including four Grammy nods, solidifying its place within today's musical canon. Swipe back to their beef's origins, and it’s clear both artists have been trading lyrical blows since the early part of the last decade, making this rift seem even more personal.
Following the infamous run of diss tracks, it wasn’t long before Drake dropped his own responsive track, "The Heart Part 6," where he vocally refuted accusations of sexual misconduct made by Lamar, claiming to have fed him false information through stealthy means. Yet, he later took the track down from his Instagram, signaling perhaps even he recognized the sensitivity and potential backlash from fans and industry players alike.
Despite this latest drama, both artists remain entrenched within the cultural zeitgeist. Drake, with his record label OVO Music, is one of the most streamed artists globally, licensing his work to Universal's Republic for broader market reach. Similarly, Lamar has been carving out his space within the industry and marketing his own albums through Universal's imprint, yet the latter seems to have confidence its other artists won’t similarly experience such backlashes.
The already tense rivalry has raised eyebrows, especially with Lamar recently announcing new music, including surprise tracks and upcoming performances, culminating with his headlining of the Super Bowl halftime show next year—an opportunity few artists attain. This juxtaposition sharply contrasts with Drake's legal confrontation with Universal, signifying the diverging paths both artists are treading at this juncture.
What happens next remains to be seen as the courts will weigh the evidentiary demands from Drake's pre-action petition. Adding fuel to the fire, insiders suggest such high-profile moves could lead to intensified scrutiny of the inner workings of music promotion—pushing discussions on ethics and morality to the forefront.
