A representative for Universal Music Group informed TMZ that any claim suggesting UMG would undermine its artists is both offensive and untrue. They emphasized their commitment to the highest ethical standards in marketing and promotional efforts, asserting that no amount of contrived legal arguments can obscure the fact that fans choose the music they wish to hear. Drake is reportedly suspicious of questionable practices behind Kendrick Lamar’s hit, “Not Like Us,” leading him to file a lawsuit to investigate its success. This song notably ended the feud between Kendrick and Drake due to its overwhelming popularity, which Drake now alleges was artificially boosted by Universal Music Group through the use of bots and a payola scheme.
According to documents obtained by TMZ Hip Hop, Drake claims an “inside source” informed him that UMG made covert payments to various platforms, including radio stations, to heavily promote “Not Like Us,” which legally constitutes payola and is prohibited by the FCC. Drake notes that UMG has previously settled similar accusations, such as in 2006 when the label paid $12 million to the New York Attorney General’s Office for a “pay for play” scheme. The documents also allege that a whistleblower accused UMG management of spending thousands in May 2024 on bots to achieve 30 million streams on Spotify and that social media influencers were paid to promote the song. It is claimed that UMG lifted copyright restrictions to allow influencers to repeatedly post the song, contributing to its rapid spread.
Drake’s legal objectives include gaining a comprehensive understanding of how UMG channeled payments to iHeartRadio and its network of stations, with plans to pursue a civil fraud and racketeering case against UMG and any collaborators once he has this information. Additionally, “Not Like Us” contains a lyric in which Kendrick refers to Drake with a derogatory term, and Drake asserts he already has grounds to sue UMG for defamation, among other things. Despite UMG also distributing Drake’s music, he appears determined to pursue legal action.