In a significant escalation of the ongoing feud between rap superstars Drake and Kendrick Lamar, Drake has filed multiple legal actions against Universal Music Group (UMG) and Spotify. He alleges that the companies improperly promoted Kendrick’s diss track "Not Like Us" through schemes involving artificial inflation of streaming numbers and payola tactics. Drake claims that these practices not only damaged his reputation but also heightened the competition within the industry. Social media reactions have emerged, with various opinions on the situation, while experts suggest that the case is unlikely to reach trial. UMG has responded to the allegations, stating that they are "offensive and untrue." This ongoing dispute has attracted significant media attention and highlights the intersection of legal battles and music industry dynamics.