In a petition filed in New York’s state Supreme Court on Monday, Drake has accused Universal Music Group (UMG) and Spotify of using bots and payola tactics to artificially inflate the popularity of Kendrick Lamar’s diss track, “Not Like Us.” The petition alleges that UMG orchestrated a campaign to saturate streaming services and airwaves to make the song go viral, employing questionable practices that included artificial streams.
Drake claims that UMG didn’t rely on standard business practices to promote the track but instead used manipulative tactics to push the song to the forefront, including:
- Using bots to inflate streaming numbers.
- Entering into pay-to-play agreements with Spotify.
Drake’s legal team further alleges that UMG gave Spotify a lower licensing rate for “Not Like Us,” around 30% less than typical rates, in exchange for Spotify promoting the song more aggressively. According to the petition, Spotify recommended the track to users who were searching for unrelated songs and artists, all without disclosing the financial arrangement between UMG and the platform.
While UMG has denied these accusations, calling them “offensive and untrue,” and affirming that they follow ethical practices in marketing and promotions, this legal action is still in its early stages. Drake’s company, Frozen Moments LLC, has filed a pre-action petition seeking documents and communications related to the song’s promotion, but the case has not yet escalated into a full lawsuit.
This claim highlights ongoing concerns in the music industry about artificially inflated streams and undisclosed pay-to-play arrangements, which have been a source of controversy for streaming platforms like Spotify. The case could have wider implications for how music is promoted and consumed in the digital age, especially for high-profile artists and their labels.
