The “God’s Plan” singer’s ego was particularly bruised by Lamar’s “Not Like Us” ‘Victory Lap’ as the vicious personal diss track accused him of pedophilia. Now he is going after the leading music corporation for allegedly launching an illegal “scheme” to promote songs targeted at him.

Drake files for legal action against UMG and Spotify

According to a filing filed Monday in a Manhattan court, reported by Billboard, Drake’s Frozen Moments LLC is suing the music giant for engaging in a ‘pay-for-play’ arrangement to “artificially inflate the popularity” of Kendrick’s song. Accused, which increased their lyrical conflict.

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The legal motion is not yet classified as a full-blown lawsuit, but rather a “pre-action” petition through which Drake’s lawyers allege that UMG has resorted to deceptive business practices. According to official documents obtained by Variety, the petition states that Music Corp. “engaged in conduct designed to artificially inflate the popularity of ‘Not Like Us’ … including releasing the song to Spotify at significantly lower rates.” But this includes licensing and using ‘bots’ to generate the false impression that the song was more popular than it actually was.

Without actively alleging the involvement of other streaming services, the filing claims that “UMG appears to have used similar tactics with other streaming services. Upon information and belief, UMG paid, or approved payment, Apple Inc. for its voice-activated digital assistant ‘Siri’ to knowingly direct users to ‘Not Like Us.’

It further says, “UMG did not rely on chance or even normal business practices. Instead it waged a campaign to manipulate and saturate streaming services and the airwaves.

Universal Music Group responds to unprecedented allegations

Hours after Drake’s explosive allegations surfaced, a spokesperson for the music company dismissed the inflammatory claims. “The suggestion that UMG would do anything to undermine any of its artists is offensive and untrue. We use the highest ethical practices in our marketing and promotional campaigns. “No amount of fanciful and absurd legal reasoning in this pre-action submission can hide the fact that fans choose the music they want to hear,” the representative said in a statement to Variety.

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The sharp turn in an already impossible-to-pacify music war comes after a series of diss track releases over the summer. Lamar’s argument was made through songs such as “Euphoria,” “Meet the Grahams” and “Not Like Us,” which specifically accused Drake of engaging in sexual relationships with underage girls. He also cited cases of children the Canadian rapper may have fathered in secret. Responding to the inflammatory claims, Drake released his own set of songs. However, he eventually deleted his social media presence and stepped aside.

The Pulitzer-winning “Not Like Us” artist did his part in rekindling the rap beef with his “Hotline Bling” rival by releasing his surprise album, “GNX,” on Nov. 22. Vulture’s description of the 12-track release notes that Lamar’s feud with Drake “still looms over the album” despite none of the tracks featuring their summer-long feud.