UPDATED: Drake accuses UMG of tricking people into liking Kendrick Lamar
After losing in the court of public opinion, Drake is moving his beef with Kendrick Lamar to the actual court.” to “deceive consumers into believing the song was more popular than it was in reality.” Drake is resorting to a classic ingredient of any well-marinated rap beef: When the chips are down, accuse the opponent of cheating.
Drake hasn’t officially sued UMG. The filing is a “pre-action” petition, a New York law designed for information gathering before filing a lawsuit. The petition outlines a “scheme” by UMG and Spotify to make “Not Like Us” a perceived hit. It was a quid pro quo in which UMG received reduced listening rates on “Not Like Us” in exchange for increased recommendations, potentially for “unrelated songs and artists.
“UMG did not rely on chance, or even ordinary business practices,” Drake’s attorneys write. “It instead launched a campaign to manipulate and saturate the streaming services and airwaves.”We should acknowledge that the lawsuit is sweeping under the rug: “Not Like Us” is a very good and catchy song, accompanied by a viral music video and a wave of hype bolstered by the feud in which Lamar was outpacing Drake.
But hey, maybe it is all a scheme, and that’s why Lamar’s surprise album was so exciting. It’s just bots and Siri tricking people into listening to Kendrick Lamar.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. 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.
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