Amid his ongoing feud with Kendrick Lamar, Drake has accused their shared record label, Universal Music Group (UMG), of manipulating the system to boost Lamar’s recent diss track, “Not Like Us,” while suppressing his own music.
In a court filing obtained by The Independent, Drake alleges that UMG used bots and a pay-to-play scheme to artificially inflate the song’s popularity on streaming platforms like Spotify and Apple Music, creating the false impression that it was more successful than it actually was.
Drake’s legal team claims that UMG paid Spotify to recommend “Not Like Us” to users searching for other songs, and even paid Apple to misdirect Siri requests for Drake’s music towards Lamar’s track. The filing also accuses UMG of using social media influencers to promote the song without disclosure and paying traditional radio stations for extra airplay. As a result, the song broke streaming records, becoming the most-streamed diss track in Spotify’s history and the best-selling rap song of 2024.
Drake also alleges that UMG has tried to conceal its actions by terminating employees associated with him, while refusing to engage with Drake over the issue. According to Drake’s filing, the label’s alleged manipulation is financially motivated, as the success of “Not Like Us” has boosted sales of Lamar’s entire catalog, benefiting UMG’s profits.
UMG, in response, denied the accusations, calling them “offensive” and insisting that they follow ethical marketing practices. Spotify declined to comment on the matter. Drake’s legal team is now seeking to preserve documents and communications related to the case as part of a larger lawsuit. He has accused UMG and Spotify of violating various laws, including the Racketeer Influenced and Corrupt Organizations (RICO) Act and the New York Deceptive Business Practices Act.
