Universal push back against Drake’s accusation of streaming inflation
The most decorated hip-hop artist of all time, Drake, has had to fight all kinds of battles this year, and it doesn’t seem like he will be stopping any time soon. That said, he is currently embroiled in a legal fight with Universal Music Group.
All eyes were on Drake during his battle with Kendrick Lamar. However, Lamar’s diss track ‘Not Like Us’ was the final nail in the coffin for many. Not only was the track catchy, but it went viral on social media shortly after its release and spread like wildfire.
Still, the popularity of the track and how quickly it entered the millions concerning Spotify streams raised eyebrows. In Drake’s opinion, it is due to bots and the interference of the music label Universal Music, to which he is signed.
In the battle’s early stages, podcaster and cultural commentator Joe Budden asserted in no uncertain terms that he knew several of Lamar’s tracks were boosted in popularity online by bots. However, Universal Music Group (UMG) has responded in no uncertain terms to Drizzy and the suggestion that they guided the track ‘Not Like Us’ to the top.
In an open letter in Variety magazine, UMG dismissed every allegation the rapper made, writing, “The suggestion that UMG would do anything to undermine any of its artists is offensive and untrue. We employ the highest ethical practices in our marketing and promotional campaigns.”
It continued, “No amount of contrived and absurd legal arguments in this pre-action submission can mask the fact that fans choose the music they want to hear.” Many have described Drake as being a sore loser since the end of his spar with Lamar. However, there has been a lot of internet hearsay about bots since the release of ‘Not Like Us’.
Popular Twitch streamer DJ Akademiks has interviewed self-described “hackers” on his platform who claimed they were “paid by Lamar’s team,” but nothing concrete or official has surfaced thus far. Considering the track did not feature on an album, many still find it strange that it has been nominated for so many awards, but Drake has no proof of inflation would hold up in court.
Drake hasn’t commented on the “bots” theory since the battle, so many are surprised that he has decided to take legal action. Furthermore, he hasn’t threatened legal action against Lamar’s label, but his own, as both artists are signed to subsidiaries of UMG.