Drake accuses record company of using bots to ‘artificially inflate’ Kendrick Lamar’s song ‘Not Like Us’ on Spotify
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Drake has accused Universal Music Group (UMG) of using deceptive tactics, including the use of bots, to artificially boost Kendrick Lamar’s diss track, “Not Like Us,” on Spotify and other platforms. The allegations were laid out in a pre-action petition submitted to a New York court on Monday, where Drake claims that UMG manipulated streaming services to make the track go viral. According to the petition, UMG employed a combination of bots and pay-to-play deals to inflate the song’s popularity, misleading consumers into believing it was more successful than it truly was.
“Not Like Us,” a part of the ongoing feud between Drake and Lamar, debuted at No. 1 on the Billboard Hot 100 in May. As of now, the song has accumulated nearly 900 million streams on Spotify, according to the petition. Drake’s legal team argues that UMG used fake social media accounts, known as bots, to artificially amplify the song’s presence, thereby creating a false narrative about its success.
While Drake’s petition does not accuse Lamar of any wrongdoing, it does point to UMG’s alleged role in the controversial promotional tactics. Both Drake and Lamar are signed to UMG’s subsidiaries: Drake with Republic Records and Lamar with Interscope Records. Despite the allegations, UMG strongly denied any wrongdoing, defending its marketing practices as ethical. A spokesperson for the company called the claims “offensive and untrue,” asserting that their marketing methods align with the highest industry standards and that fans ultimately decide which music becomes popular.
In the petition, Drake’s legal team also describes a number of questionable strategies allegedly used by UMG to boost the song’s airplay. One of the tactics involved payola, an illegal practice where money is exchanged for airplay on radio stations. According to the petition, UMG is accused of paying an independent radio promoter who then paid other stations to increase airplay for “Not Like Us.” Additionally, the petition claims that UMG made arrangements with Apple to use its voice-activated assistant, Siri, to direct users to the track. However, Apple is not named as a party in the legal action, and the company has not yet commented on the claims.
Drake’s petition suggests that UMG’s motivation for these actions was to increase profits by manipulating the song’s visibility. The rapper claims that despite his efforts to resolve the situation, UMG has refused to address the harm he believes he has suffered as a result of the alleged campaign. The pre-action petition filed by Drake’s Frozen Moments LLC seeks further documentation in preparation for additional legal action.
The ongoing dispute between Drake and Lamar, which has been marked by several diss tracks, escalated earlier this year. “Not Like Us” has since emerged as the most successful song of their feud, earning five Grammy nominations. However, Drake’s legal move represents an attempt to confront the methods allegedly used to boost Lamar’s track, which he believes have unfairly affected his career and reputation.
In addition to raising questions about streaming manipulation, the case highlights the growing influence of major record labels in shaping the success of songs and artists in the digital age. The use of bots, payola, and other tactics to artificially inflate song rankings and streams has been a point of contention within the music industry for years. Drake’s legal action shines a spotlight on these practices, further intensifying the public feud between two of hip hop’s biggest stars.
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