How profitable is a rap beef?
The dynamics of hip-hop have always thrived on rivalry, but the stakes have never been higher. On March 22, Kendrick Lamar stirred the pot with his verse on “Like That,” where he took direct shots at both Drake and J. Cole: “Yeah get up with me, f–k sneak dissing/ ‘First Person Shooter,’ I hope they came with three switches.” This came as a response to J. Cole’s claim of the “big three” in their 2023 collaboration, which clearly didn’t sit well with Kendrick, who shot back: “Motherf–k the big three, n—a, it’s just big me.”
While fans debated and dissected the lyrics online, the real story emerged in the wake of Kendrick’s bold moves: all three artists saw significant boosts in their numbers. The beef wasn’t just chatter—it was translating into serious profit.
Unpacking the Data
Following Lamar’s diss, social media erupted with fans taking sides, but the numbers tell a more compelling narrative of shared success. In Canada, radio airplay surged for all three artists in the week after the track’s release: Drake’s airplay rose by 7.5%, Lamar’s by 9.1%, and J. Cole’s skyrocketed by an astonishing 400%, largely due to previously low rotation.
Streaming platforms reflected a similar trend. Kendrick, whose monthly Spotify listeners had been declining by about 600,000, saw a resurgence that pushed him past 60 million listeners. His track “Like That” clinched the top spot on the Billboard Hot 100 for two consecutive weeks, while “First Person Shooter” added 20 million streams shortly after the diss. Drake, meanwhile, had a track titled “Push Ups” leak on April 13, and after its official release on April 19, it amassed over 75 million streams by mid-May. J. Cole, who faced a dip of 250,000 monthly listeners in February, responded with “7 Minute Drill” on April 5, leading to an impressive rebound of over a million listeners.
The Power of PR
Rap beef has transformed from mere lyrical exchanges to powerful marketing tools. “The genius of being able to sell your image and your product is the thing that sets you apart.” - Jay Z
In an era where visibility translates directly into financial gain, beef keeps artists in the conversation and drives engagement.
The competitive nature of rap often leads fans to dissect lyrics, revisiting old tracks and exploring past feuds. “When beef happens, people revisit old tracks, dissect lyrics, and suddenly all these old songs get a new life,” Young explained. Increased discussions about artists’ motives result in more streams and heightened revenue.
A Business Model in Rivalry
Rap beef has historically benefited the artists involved. The legendary feud between Nas and Jay-Z, which gave birth to iconic albums like Stillmatic and The Blueprint, both of which sold impressively as a result of their rivalry.
Similar patterns emerged with recent disputes. For instance, Megan Thee Stallion and Nicki Minaj experienced comparable boosts after releasing diss tracks. Megan’s Spotify listeners surged by over six million, while her YouTube views increased by two million, marking her diss track “Hiss” as her first solo No. 1. Though Minaj’s Spotify gains were modest, she still saw a 26% rise in radio airplay with her track “Big Foot.”
A Strategic Game
All press is good press, Whether the public is rallying in support or criticism, attention translates into streams, chart positions, and sales.
While some disputes may stray into personal territory, the underlying business potential remains substantial. As fans debate, listen, and analyze, the artists involved often reap the rewards.
A Deep-Rooted Tradition
Despite the commercialization of beef, it remains a crucial element of hip-hop culture. Rivalries, diss tracks, and battles have always been about showcasing talent and vying for supremacy. For Kendrick, Drake, and J. Cole, their recent conflict exemplifies how rivalry, when executed effectively, can elevate careers and enhance visibility.
