The long-running feud between hip-hop heavyweights Kendrick Lamar and Drake took a sharp turn recently when Drake threatened legal action against his record label, accusing it of allegedly bankrolling influencers and bots to push a diss track against him. The twist — and the frenzy it sparked — captured the pulse of modern fandom: intense, hyper-digital and caught in a chaotic crossfire of art, commerce and reality.
Read on for the full breakdown:
The dark side of influencer marketing
Drake’s legal battle reveals a growing tension in the music industry around the murky influence of paid endorsements on an artist’s success. With influencers wielding immense power to shape a song’s trajectory, their opinions have become crucial to a track’s performance. While this machinery has driven billions of dollars for the industry and kept major acts top of the charts, it spotlights a troubling reality: success can be brought often at the expense of organic artistry. Drake’s legal action may have its roots in the tet-a-test with Lamar, but it’s really a challenge to a system that has shaped the music business for decades.
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The original post is at Marketing Archives – Digiday
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