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In early 2024, the music scene witnessed the emergence of public confrontation between Drake and Kendrick, a clash matched perfectly crafted to elevate both artists and, crucially, UMG's financial position. Following the heated exchanges, including Kendrick's release of "Not Like Us," UMG's stock saw a significant spike, suggesting a direct correlation between the beef and increased investor interest.
Unlike typical label operations that would typically curtail risks associated with their major artists beefing, UMG's approach appeared uncharacteristically laissez-faire. This lack of intervention has led many to speculate that they might have orchestrated the conflict to generate buzz and engagement.