Universal Music Group (UMG) has strongly denied allegations made by Drake that the company manipulated streaming numbers for Kendrick Lamar's track "Not Like Us" amid an escalating feud between the two rap stars.
In response to Drake's legal filing in Manhattan court, UMG stated: "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."
The dispute centers around Drake's claims that UMG orchestrated an illegal scheme involving bots, reduced licensing rates, and social media manipulation to artificially boost the popularity of Lamar's song, which contained direct attacks against Drake.
Through his company Frozen Moments LLC, Drake alleges that UMG violated RICO and engaged in deceptive business practices. The filing claims UMG paid for bot farms to inflate streaming numbers and struck deals with Spotify to promote the track to unrelated user searches.
The legal action marks an unprecedented development in the ongoing rivalry between the two artists, both of whom are signed to UMG through different divisions - Drake with Republic Records and Lamar through Interscope Records.
The current filing is a pre-action petition under New York law, designed to gather information before potentially launching a full lawsuit. UMG maintains that the allegations are "contrived and absurd," asserting that fan choice, not manipulation, drives streaming numbers.
Drake reportedly attempted to address the issue directly with UMG before taking legal action. His attorneys claim the company refused to engage in negotiations and instead suggested Drake should pursue legal action against Lamar rather than the label.
Spotify has declined to comment on the allegations, while the music industry watches closely as this unusual business dispute unfolds between one of its biggest stars and the world's largest music company.