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Could Drake’s Legal Gambit Against UMG Shape His Next Business Moves?

Drake's legal filings against Universal Music raise questions about his strategy. Attorneys theorize about his actions over Kendrick's "Not Like Us."

“Drake could be creating his own leverage by filing the suit against UMG,” says Josh Binder, an attorney who represents pop and hip-hop stars including Gunna, Marshmello, Lisa of BLACKPINK and Ivan Cornejo. In the Nov. 25 filing, Drake alleged that UMG used bots and other means to boost the prominence of “Not Like Us” on streaming services; the rapper’s attorneys accused the label of giving Spotify a deal on licensing rates in exchange for recommending the song to users who’d played non-Lamar tracks. This filing reads in part: “UMG designed, financed and then executed a plan to turn ‘Not Like Us’ into a viral mega-hit with the intent of using the spectacle of harm to Drake and his businesses to drive consumer hysteria and, of course, massive revenues.”

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