Fake streams are an issue that, alongside Artificial Intelligence, is becoming increasingly significant in the Music Industry. Like any new development, it brings new problems that platforms must address to protect their artists. In this case, the earnings of artists are at stake, as a report written by Anna Nicolaou for The Financial Times revealed that around 10% of music streams could potentially be fraudulent. This report was based on one of the parties involved in the situation: Universal Music Group (UMG).
This summary stems from what happened with Drake, who filed a legal petition in New York against UMG and Spotify, alleging that both companies worked together fraudulently to promote Kendrick Lamar’s latest song, “Not Like Us.” The document was formally presented to a court that requests judicial intervention to obtain certain information. It is not yet a lawsuit; rather, the “pre-discovery petition” allows a party to gather information before initiating official litigation. This procedure is used when someone needs key evidence that is in the possession of another person or entity to determine whether they should proceed with a lawsuit.
Drake’s team claims to have crucial information that has only been mentioned, but not shown, in order to target the companies. It appears they are seeking to ensure their case is stronger through this preventive technique. Universal Music Group and Spotify will be required to comply with the court order if it is approved to avoid legal sanctions.
This move has shocked many, as UMG has a close relationship with Drake, being the conglomerate behind Republic Records, the label that distributes much of his music. Among other things, the declaration alleges:
There is speculation that UMG may have manipulated streaming using bots and pay-per-stream deals to make the song “Not Like Us” go viral in 2024. UMG allegedly charged Spotify 30% lower licensing fees for "Not Like Us" in exchange for Spotify recommending the song to users searching for unrelated tracks.
It is believed that UMG paid a third party $2,500 to generate 30 million artificial streams on Spotify.
It is suggested that UMG paid Apple to have Siri redirect users to “Not Like Us.”
There is speculation that UMG paid radio stations and influencers to promote the song without revealing those payments, pretending it was an organic choice.
However, none of this has been confirmed yet, and it will be up to the law to determine if there is enough evidence to proceed with a lawsuit. What do you think about all this issue: Is it Drake's tantrum or an illegal movement of UMG allied with Spotify?
Ángeles Delfina Herrera