Drake vs. Kendrick Lamar: UMG Allegations Shake the Industry
The ongoing feud between Drake and Kendrick Lamar has taken a dramatic turn — but this time, it’s not just about music. Drake is now accusing Universal Music Group (UMG), which represents both artists, of manipulating the industry to favor Lamar’s recent diss track, “Not Like Us,” in what could be one of the biggest music scandals of the decade.
Same Parent Label, Different Divisions
Both Drake and Kendrick Lamar are signed under the massive umbrella of Universal Music Group but through different subsidiaries. Drake is signed to Republic Records, while Lamar operates under Interscope Records. Despite being in different divisions, Drake’s lawsuit claims UMG “conspired” to boost Lamar’s diss track “Not Like Us” on Spotify using unethical methods.
According to the lawsuit, UMG allegedly:
- Offered financial incentives to third parties to artificially inflate streams.
- Used pay-to-play schemes and bots to promote the song without disclosing the manipulation.
- Removed copyright restrictions to allow content creators to freely use the song in their videos, further driving exposure.
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Related: Drake vs. Kendrick Lamar: A Complete Timeline of Their Feud (2011–2025)
Related: The 10 Greatest Diss Tracks in Hip-Hop History
How ‘Not Like Us’ Affected Drake’s Reputation
“Not Like Us” — Lamar’s hard-hitting diss aimed squarely at Drake — topped the Billboard Global 200 and shattered streaming records. However, Drake claims that UMG’s alleged promotional push didn’t just inflate the song’s success but also led to “real-world consequences.”
The lawsuit points to a frightening incident on May 7, 2025, where an armed group drove to Drake’s Toronto home and opened fire, injuring a security guard. Drake’s legal team argues that the heightened aggression and controversy surrounding Lamar’s track incited violence, pushing the feud beyond music and into dangerous territory.
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Is UMG Playing Favorites?
Drake’s accusations raise a critical question: Can record labels choose who becomes more popular?
In an era where streaming numbers dictate an artist’s success and influence, control over promotional strategies and algorithms can dramatically tip the scales. If Drake’s claims hold water, UMG’s alleged tactics might expose an uncomfortable truth — that production companies may hold more power over an artist’s career trajectory than previously thought.
Pay-to-play schemes and undisclosed incentives would not only create an uneven playing field but also diminish the organic nature of fan-driven success. If labels can artificially boost an artist to the top, it challenges the authenticity of modern music charts and reshapes the future of the music industry.
The Fallout for Drake
Drake’s reputation, built over a decade of consistent success and cultural dominance, has taken a hit amidst these allegations. While he remains one of the most-streamed artists globally, the narrative that a major label may have actively worked against him tarnishes his image. Fans are left wondering if his competition was genuine or manipulated by industry insiders.
Even though Drake has maintained his relevance and loyal fanbase, the perception that UMG may have tipped the scales in favor of Lamar adds another layer to the feud — making it about industry politics as much as personal rivalry.
What This Means for the Industry
If Drake’s claims are substantiated, it could lead to greater scrutiny of how streaming platforms and record labels handle artist promotion. Regulators may step in to enforce transparency in how songs are pushed to the top of the charts, ensuring a fair playing field for all artists.
As this legal battle unfolds, the music world is watching closely — because this feud is no longer just about rap supremacy. It’s about who truly controls the fate of today’s biggest stars.
