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Drake’s lawyers accuse Universal Music Group of using “bots” to promote “Not Like Us.”
MUSIC – The soap opera between the two rappers continues in music but also in justice. Drake launches legal action against the Universal Group Music label – which distributes the two artists – over the promotion of the title Not Like Us of Kendrick Lamar released on May 4.
The Canadian rapper’s company, Drake’s Frozen Moments LLC, filed a “pre-action” motion – a procedure that seeks information before filing a lawsuit – in Manhattan court against UMG (Universal Music Group) this Monday, November 25. The record company is in contract with Kendrick Lamar via Interscope Records, but also with Drake through the Republic Records label, which co-distributed his latest album For All the Dogs (2023).
According to the specialist magazine Billboardthe distribution company is accused “of launching an illegal “scheme” involving bots, bribes and other methods” at the time of promotion of the title Not Like Us by Kendrick Lamar, the flagship title of the clash between the two rappers. The streaming platform Spotify is also named, but the file mainly contains allegations against UMG.
An “artificially” inflated promotion
Drake’s lawyers accuse UMG of having “launched a campaign to manipulate and saturate streaming services and the airwaves” and invoke the federal “RICO” law, used against organized crime.
They accuse “deceptive commercial practices and false advertising” coming from the record company. The latter would have significantly lowered the prices of its licenses for Spotify, in exchange for an increase in recommendations for Not Like Useven in the case of users looking for “unrelated songs and artists”.
But above all, UMG is suspected of having “used “bots” to artificially increase the distribution of “Not Like Us” and deceive consumers into believing that the song was more popular than it actually was.”
With more than 900 million plays on Spotify, the track is considered the most influential in the rivalry between the two rappers. Kendrick Lamar notably declares that Drake is a “certified pedophile” (diverting the name of his album Certified Lover Boy).
The musical clash between the two artists began last March when Kendrick Lamar attacked J. Cole and Drake on the title Like That by Future and Metro Boomin. The two artists then followed up the pieces to respond to each other.
UMG denies accusations
“UMG’s schemes…were motivated, at least in part, by Interscope executives’ desire to maximize their own profits.”according to Drake’s representatives on the filing. The song’s popularity also reportedly allowed Interscope Records to promote Kendrick Lamar’s back catalog.
“Drake has repeatedly attempted to engage in discussions with UMG to resolve the harm he has suffered as a result of UMG’s actions.”declare his lawyers. Discussions that would have led to employee dismissals “perceived as being loyal to Drake”.
Finally, the Canadian rapper claims that the distribution company encouraged him to pursue Kendrick Lamar, promising to support his proceedings.
“The idea that UMG would do anything to harm any of its artists is offensive and false,” says a UGM representative to Variety. “No artificial and absurd legal arguments in this preliminary request can obscure the fact that fans choose the music they want to hear,” he concludes.
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