Here Is Why Universal Music Is Orchestrating The Kanye West Vs Drake Beef

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Enter the Record Industrial Complex. Where much like the military industrial complex, rap beefs are orchestrated by record labels for profit. 




Anyone observing must have asked themselves: Whos winning between Yeezus and the 6 God? Who is really cashing in on it?


While both men, Drake and Kanye West are pulling off the most advanced marketing and promotion gimmicks to push album sales, their major label- Universal Music Group ,  is the real puppet master pulling the strings to maximize revenue generated by Certified Lover Boy and Donda. 


It may not be obvious to most fans. But UMG is orchestrating the apparent big  beef between Ye and Drizzy. How? The go to market strategy employed by UMG is capitalizing on the classic principle of war: Divide and Conquer. It's all so simple once you look at it this way. 


In order to make the demographics care about both albums, UMG needed to create a situation where fans had to choose between one of the two. A situation to polarize. There are those who fuck with Drake heavy, and then there are the Yeezy die-hards. And both camps come in large, large numbers. There is no way UMG can lose as long as they can get enough fans to be divided between Certified Lover Boy and DONDA.


The Island Def Jam is the label that Kanye West is signed to. Republic Records represents Drake. Both labels are owned and operated by the record industry behemoth- Universal Music Group. The parent company ultimately cuts the cheques for Drake and Kanye. In order to pump up revenues in the form of digital streams or otherwise, UMG figured it was a great idea to coincide the  release dates of Kanye's 10th studio album and Drake's 6th major LP. A move that guaranteed the occurrence of the scenario we are now witnessing among music jihads: passionate fans are split between which album is better than the other. While endless tweets, articles, instagram polls and blogs are debate on who made the finer album, UMG is watching the streams and sales go up by the day. And night.


The Kanye West vs Drake stand off is nothing less of   genius marketing chess move by UMG. Hiphop is the most popular music genre in the world. And with it comes the potential to make billions of dollars from the nearly infinite pool of passionate fans who are waiting for the best lyrics to go into their social media status updates. Caption-friendly lyrics is what anyone listening to CLB is watching out for. While the DONDA faction is looking at a rare Kanye West-eque supply of quotables. As long as the hype remains, UMG is getting free marketing from all the listeners paying attention to Mr West and Champagne Papi.


Even before the arrival of DONDA, Kanye had already made $12 Million from merch sales and stadium tickets purchased by fans who didn't dare miss the two album listenings hosted by Ye in Atlanta and Chicago. $12 million made pre-album release. The first week sales projections for DONDA stand at 327k.  If this pans out right, DONDA stands to generate approimately $3.3 Million in pure album sales in the first week of release.


Drake's first week projections for CLB stand at 625k. And it is obvious why this is the case. Drake is very dear to the definitive demographic known as Gen Z and commands a lion's share of  loyalty from millennials. While it's easy peasy for Kanye to sell out stadiums for album premiers, it's taking-candy-from-a-baby easy for Drake to outsell Kanye. Drake is the king of the youth. And the lovers.


Bottom line? Universal Music Group's accountants will have to spend long nights balancing sheets to record all the profit coming in royalties as DONDA and CLB continue to penetrate the music markets all over the globe. A very ideal situation for any major record company. 



Contentainment and all that other stuff

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