In an unexpected twist to the ongoing rivalry between rap heavyweights Drake and Kendrick Lamar, the former has launched a legal battle against Universal Music Group (UMG), accusing the label of orchestrating a campaign to artificially boost Lamar’s diss track, “Not Like Us.” The song, a focal point in the heated feud between the two artists, skyrocketed to No. 1 on the Billboard Hot 100 upon its release in May and has since garnered nearly 900 million streams on Spotify. But Drake alleges there’s more to the track’s success than meets the eye.

Filed earlier this week in a New York court, the pre-action petition claims that UMG employed “bots” and other underhanded tactics to manipulate streaming platforms and airwaves, giving “Not Like Us” an unfair viral push. According to Drake’s legal team, this included pay-to-play schemes, where UMG allegedly paid third parties to increase the track’s airplay on radio stations, as well as using fake social media accounts to artificially inflate its popularity.

Though the petition doesn’t accuse Kendrick Lamar of any wrongdoing, it points directly at UMG, with Drake alleging the label was trying to boost the song’s visibility in a bid to overshadow his own work. This, the petition suggests, was part of a larger strategy to maximize profits and secure a stronger market position. The legal document also references “payola”—a practice where companies pay radio promoters to give songs preferential airplay—and claims UMG may have gone as far as influencing Apple’s voice assistant Siri to direct users to “Not Like Us.”

Both Lamar and Drake are signed to divisions of UMG—Lamar with Interscope, and Drake with Republic Records. The music mogul, however, has vehemently denied the allegations. In a statement to the media, UMG called the claims “absurd” and insisted that the company adheres to the “highest ethical practices” in marketing and promotions. “Fans choose the music they want to hear,” the statement read, adding that any legal claims challenging that reality would be unfounded.

Despite this dismissal, Drake is forging ahead with his case. His legal team, representing his Frozen Moments LLC, is requesting additional documents from UMG as they prepare to file a more detailed lawsuit. The stakes are high: “Not Like Us” not only became the anthem of a bitter lyrical clash but also secured five Grammy nominations just this month, cementing its place in the cultural zeitgeist.

For now, this legal drama is set to add another chapter to the already complex relationship between these two iconic figures. While the court proceedings are in their early stages, the implications for the music industry—especially when it comes to streaming manipulation and label influence—could be profound.