Streaming Data Proves 2024 Is Peak Rap Beef

One of the biggest rap beefs in recent memory is currently unfolding among hip-hop’s “Big Three”: Kendrick Lamar, Drake and J. Cole, with the latest salvo being fired at Drake Friday morning by Lamar. The feud has inspired much discussion on who will triumph, but a look at the hard numbers demonstrates that everyone involved is winning so far.

For those not in the know, there’s a long history of hip-hop artists releasing tracks with lyrics that take potshots at rival performers, who don’t hesitate to return the favor. Whereas such disses were traditionally disseminated through records and radio airplay, the internet and music streaming have allowed artists to go back and forth faster than ever — and to track fan reactions in real time.

This year has been particularly eventful for rap beefs, kicking off with a lyrical feud between two other greats of the genre, Megan Thee Stallion and Nicki Minaj, which spilled over to social media and the artists’ fervent fanbases. But while that wrangle was preceded by years of bad blood between the artists, this new musical beef has many wondering why the fight is happening in the first place.

This whole mess started with a verse in Kendrick Lamar uncredited appearance on Future and Metro Boomin’s song “Like That,” in which he took issue with a seemingly well-intentioned line from Drake and J. Cole’s song “First Person Shooter” grouping the trio as the “Big Three” of rap.

Whether the combatants have a genuine issue with one another or are just trying to drum up publicity is always a matter of speculation, but either way there’s lots of free press for everyone involved.

Streaming data for the officially released songs, courtesy of Luminate, illustrate that drama translates to buzz: “Like That” immediately shot up to upward of 60 million in its first week, while J. Cole’s responding “7 Minute Drill” was performing well before he apologized to Lamar and removed the track from streaming. Drake’s welcomed rebuttal, “Push Ups,” meanwhile, immediately matched the current numbers of “Like That” within its first week.

Zooming out to monthly listeners on Spotify shows everyone involved is either benefiting from the attention or not feeling much of an impact, with no signs of careers cutting short. In fact, despite the negative reception to “7 Minute Drill,” Cole saw a nice listenership boost, which perhaps shows fans sticking by him after he took the high road.

Drake has had a small dip, perhaps after drawing criticism (and a cease-and-desist) for using an AI re-creation of Tupac Shakur on his follow-up diss to Lamar, “Taylor Made Freestyle,” but his numbers still tower above the rest at over 80 million monthly listeners.

Even as many spectators online have declared Lamar the winner for his scorching Drake takedown, “Euphoria,” released this past Tuesday, it’s unlikely Drake fans will turn their back on him en masse.

Despite the apparent lack of meaningful stakes, this beef might still be do-or-die for these artists’ fans. Like wrestling, rap beefs create dramatic narratives that are emotional enough to feel real. It might even feel that way for the artists — for one, Lamar’s hatred for Drake sounds fairly genuine on “Euphoria.”

In rare cases, the narrative gets too real and everyone loses. But with this latest battle, unless someone says or does something truly reprehensible, it will probably be remembered as a footnote in three ongoing illustrious careers.

If there are any winners in this beef, it’s Future and Metro Boomin, who have had identical jumps to Lamar due to “Like That” being the song (specifically Lamar’s guest verse) that ignited this beef. They’ve been able to have a generous streaming boost and publicity for their new collaborative album, “We Don’t Trust You,” all while staying out of the battle.