5 Business Lessons From the Kendrick Lamar-Drake Rap Feud
If you’ve been sleeping under a rock or are “A-Minor,” you may have missed the recent rap battle between Kendrick Lamar and Drake, considered to be one of the biggest showdowns in hip-hop history.
Beyond the controversy of the tracks, there are valuable business lessons that can be gleaned from the situation.
So, if you’re ready to get started, “then step this way, step that way.”
But, first, let’s get some background out of the way for context.
Nine Back-and-Forth Tracks That Set the Hip-Hop World Ablaze
On March 22, Kendrick Lamar ignited a beef with Drake that had been quietly simmering for years on Future and Metro Boomin’s song, “Like That.”
A little over three weeks later, Drake’s “Push-Ups” leaked, which was his first response, with insults aimed at Kendrick Lamar, Future, Metro Boomin’, Rick Ross, and The Wkend.
He followed that up with an AI-assisted track, which controversial in itself, based on where the music industry is headed, added additional fuel to the fire.
Kendrick Lamar responded with two tracks of his own, before Drake responded with what many thought may be the final blow, “Family Matters.”
However, just an hour later, Kendrick Lamar had his response ready, “Meet the Grahams,” which was followed less than 24 hours later with “Not Like Us”.
“Not Like Us” has since risen to the top of the charts across multiple platforms and set the single-day record for most streamed hip hop track on Spotify, ironically dethroning a mark held by Drake.
What Business Leaders Can Learn From The Beef
- Master the art of surprise drops
Throughout the back-and-forth battle, both Kendrick Lamar and Drake built anticipation for their surprise drops. Each new track had fans eagerly anticipating when a response would drop.
Both artists leveraged social media to their advantage by a) teasing the next song, b) sharing content that spurred conversation, memes, and animations, and c) posting the track on social before it officially released across streaming platforms, thus building more buzz.
Many brands have effectively leveraged this technique as well to grow their business.
Nike utilizes “shock drops” on their SNKRS app, to give folks early access to shoe releases. Crocs does surprise drops with designers like Salehe Bembury or collaborations with companies like Pringles and Hidden Ranch, with the release selling out in minutes.
Dunkin’ recently utilized the “surprise drop” to perfection, releasing limited-edition coffee, donuts, and “DunKings” merchandise the day after its iconic Super Bowl ad earlier this year.
The result? The track suits featured in the star-studded ad sold out in under 20 minutes, giving Dunkin’ massive publicity and virality which should lead to increased traffic and sales.
2. Simplify your brand messaging
Out of all of the records that were released in the rap beef, the one that hit number one on the charts was “Not Like Us.” Why? The simplicity and catchiness of the track.
Kendrick raps over an aggressive yet catchy beat produced by DJ Mustard with lyrics that are straightforward and memorable.
One of the most viral lines from the song, “Tryna strike a chord, and it’s probably A minor,” does this to a T. It’s simple, effective, and insinuates the accusations Kendrick has hurled at Drake in one line.
In terms of simplicity, many brands have leveraged taglines and memorable jingles to resonate with customers.
I’m lovin’ it!
What’s in your wallet?
Have it your way at ___!
America runs on _____’.
Just do it.
Like a good neighbor, _____ is there!
I’m sure you recognize which brands the taglines above reference, and are able to fill in the blanks of the brand names that were intentionally left out. Simplicity drives memorability.
3. Foster a sense of belonging among your customers
Kendrick Lamar’s “Not Like Us” resonates with fans by creating a sense of inclusion, while subtly establishing a us vs. them dynamic towards Drake fans.
The strategy utilized is reminiscent to what Kendrick accomplished with his track “Alright.” In that song, which became a rallying cry for the Black Lives Matter movement, Kendrick proclaimed, “we gon’ be alright,” fostering a sense of community and solidarity.
Brands can adopt this approach by fostering a sense of belonging among their customers. For instance, Harley-Davidson’s Harley Ownership Group (HOG) creates a community among riders, offering exclusive benefits and a sense of identity.
Similarly, Apple has leveraged this us vs. them mentality with its insistence of separating iMessages from regular texts. This has led to customers proudly declaring themselves “Team iPhone” instead of “Team Android.”
4. Embrace the competition and have a little fun while you’re at it
The rap beef between Kendrick Lamar and Drake has brought out the best in both artists, with many fans praising the lyrical quality and quick song releases.
The feud has not only boosted both artists’ popularity but has also led to a significant increase in music streams and video views.
Currently, 5 of the top 10 most streamed songs on Spotify and Apple Music belong to Kendrick or Drake, while 7 of the top trending music videos on YouTube are Drake or Kendrick songs.
Both artists are clearly enjoying the battle, referencing each other’s lines and quirks in their insults.
And with lyrics being referenced in presidential campaign insults, you can tell the music is dominating the cultural conversation, while increasing both artists’ bank accounts.
Where has this played out before? Look no further than the Chicken Sandwich Wars from 2019. When Popeyes announced they were releasing a new chicken sandwich, Chick-Fil-A took to Twitter to claim they were the original.
The two brands had a lighthearted social media battle, which led to more followers and engagement and improved sales for both brands.
By the end of that year, Popeyes had increased their sales by over 30%, with industry-wide online chicken sandwich orders growing over 400% from 2019 to the end of 2020.
This competition and profitability led to 20 other fast-food brands introducing or re-branding their chicken sandwich offerings. A rising tide definitely raise all ships.
Similarly, Apple’s campaign featuring 66 “Mac vs. PC” ads, where they juxtaposed their offering to Microsoft’s paid off handsomely.
According to researcher, Kelton Rhoads, a month after the campaign launched, Apple sold an additional 200,000 Macs. By the end of that fiscal year, the company had grown overall sales by 39%.
5. Ignite curiosity through messaging
Every time Kendrick or Drake released a new record, the subtle messaging and insults sparked fan curiosity. Many fans went down rabbit holes trying to decipher the meaning behind each line, sharing their journey across social media. This led to many of the top trending topics on X correlating with each song’s release.
Brands can learn from this approach by creating ads that pique people’s interest and encourage them to engage with the brand.
Apple’s 1984 themed-ad is frequently mentioned for creating buzz around what the company was releasing.
More recently, Coinbase’s 2022 Super Bowl ad, where there was a bouncing QR-code for 60 seconds was a great examples of curiosity-driven marketing leading to success.
In this case, the messaging, or lack thereof, peaked people's curiosity, leading to the Coinbase app temporarily crashing shortly after the ad ran.
Hulu’s campaign with Tom Brady, where the quarterback posted a silhouette picture of him standing in a football stadium tunnel, sparked curiosity and dominated the sports conversation the week before the Super Bowl.
Was Tom retiring? Leaving the Patriots? Nope, it was all a ploy for a “Hulu doesn’t just have live sports” ad that ran during the Super Bowl.
Final Takeaway
Regardless of who you crown the winner of the rap beef, Kendrick Lamar and Drake’s marketing tactics offer valuable lessons for businesses to utilize.
By analyzing their strategies, we can learn how to create simple yet engaging content, leverage the element of surprise, foster inclusion, embrace competition, and ignite curiosity among our target audience.
As we reflect on the techniques employed by these two hip-hop greats, we’re reminded that effective marketing is all about creativity, adaptability, and a willingness to take risks.
So, what other insights did you glean from this battle? Share your thoughts in the comments below and let’s continue the conversation!
