Is UMG Pushing Kendrick Lamar to Bury Drake? Conspiracy Theories Explode as Records Keep Falling

As Kendrick Lamar continues to shatter records at an almost unbelievable pace, a growing number of hip-hop fans are questioning whether Universal Music Group (UMG) is deliberately orchestrating his rise to outshine Drake. What started as a personal rap battle between two of the biggest artists in the world has seemingly transformed into something much bigger—an all-out industry power move to dethrone Drake once and for all.

For years, Drake has been the face of commercial hip-hop, breaking streaming records, topping charts, and solidifying himself as the most dominant rapper of his era. However, ever since his high-profile feud with Kendrick exploded, a strange trend has emerged—one where Lamar appears to be breaking every record Drake once held, almost like clockwork. At first, fans celebrated Kendrick’s triumphs, but now, some are wondering: Is this organic, or is it part of a larger agenda?

Within the past 24 hours alone, Kendrick has reportedly achieved three historic milestones: he became the first rapper to hit 100 million monthly listeners on Spotify, he charted three albums simultaneously in the Billboard 200 Top 10, and his viral diss track “Not Like Us” is about to hit #1 in the UK for the first time—months after it originally peaked worldwide. To many, these accomplishments seem almost too perfectly timed, fueling speculation that UMG is pulling strings behind the scenes.

One particularly eyebrow-raising moment came when “Not Like Us” started climbing back to #1 on the Billboard Hot 100, while Kendrick’s new song “Luther” sat at #2. This kind of dominance is rare, even for the biggest artists in history. The fact that it’s happening now—long after the initial beef with Drake cooled off—has skeptics convinced that something more than just fan enthusiasm is at play.

Drake, who has long operated as an independent force within the industry despite his deals with major labels, is now being viewed by some as a target of powerful executives who want to remind him that he is not bigger than the system. The theory suggests that UMG, seeing Drake’s increasing independence and influence, has decided to elevate Kendrick as their new golden artist—a way to prove that no single rapper, no matter how successful, can defy the industry machine.

Fans have pointed out the unusual timing of Kendrick’s resurgence. While he has always been a revered lyricist and a major force in hip-hop, the idea that millions of listeners suddenly “rediscovered” his older albums right after the Super Bowl, instead of focusing on new releases from other major artists like King Von or Drake, has left many puzzled. Did people really wake up and decide to spin “good kid, m.A.A.d city” again in record numbers, or was there a nudge from higher-ups?

The UK charts add another layer of confusion. “Not Like Us” is suddenly surging to #1 in the UK months after it originally peaked globally—despite the fact that British listeners seemingly ignored it during the peak of the Kendrick vs. Drake feud. If the song was truly that popular worldwide, why did it struggle to reach #1 in the UK back then, but now, in 2025, it’s topping the charts out of nowhere?

At this point, the beef has expanded beyond just Kendrick and Drake—it’s now a battle of power and control within the music industry. If these theories hold weight, it means Drake’s recent industry moves may have angered the wrong people, and they are strategically using Kendrick to strip away his dominance. Whether it’s through streaming boosts, chart positioning, or media narratives, UMG appears to be playing chess while the world watches.

Some fans are calling it a takedown in real time. The sudden, almost systematic rise of Kendrick’s dominance while Drake faces increasing pushback feels too orchestrated to be a coincidence. If true, this would mean the industry itself has chosen its new king, and the game is rigged against anyone who dares to challenge their authority.

As the numbers continue to roll in, one thing is clear—this feud isn’t just about rap anymore. Drake may have made enemies more powerful than any diss track could ever address, and Kendrick Lamar might just be the weapon they’re using to make sure he never holds the throne again.