Drake alleges record label used bots to boost streams of Kendrick Lamar's track 'Not Like Us' on Spotify

Drake has accused Universal Music Group (UMG) of orchestrating a scheme to artificially amplify Kendrick Lamar's incendiary diss track “Not Like Us” on Spotify, as per a pre-action petition filed in a New York court. The document, acquired by CNN, details Drake's assertions that UMG masterminded a campaign to manipulate streaming platforms and radio airplay, using tactics like 'bots' and pay-to-play deals to ensure Lamar's track went viral.

The track, which is central to the public spat between Lamar and Drake, launched at the top of the Billboard Hot 100 upon its May release. It has garnered nearly 900 million Spotify streams, according to the petition. Drake contends that UMG employed 'bots,' which are fabricated social media profiles, to artificially boost the song's reach, misleading listeners into thinking it was more popular than it genuinely was.

Lamar is not implicated directly in any misconduct by the petition. Both artists are under UMG's umbrella, with Drake linked to Republic Records and Lamar to Interscope Records. A UMG representative dismissed the allegations, labeling them as groundless and offensive. They maintained that the company upholds ethical standards in its promotional tactics, underscoring that music listeners independently choose their preferences.

CNN has sought comments from representatives of Drake, Lamar, and Spotify. The petition, filed by lawyers from Drake's Frozen Moments LLC, outlines various methods UMG purportedly employed to promote “Not Like Us” unlawfully. This includes "payola," a prohibited practice where record labels pay for airplay. Allegations suggest UMG funneled money through a third-party promoter to secure increased radio play for Lamar's track and even manipulated Apple’s Siri to direct users to the song.

Although Apple isn't a party to the lawsuit, CNN has requested their comment. Drake argues that UMG's actions were profit-driven, exacerbating his grievances by refusing collaborative resolution efforts. This pre-action petition aims to gather additional evidence as Drake readies further legal proceedings.

The feud has seen both artists release several diss tracks, with “Not Like Us” emerging as the most triumphant, earning five Grammy nods.