The hip hop industry was in a daze for about a while. Bland tracks, excessive discographies, and meaningless showdowns. And the big names in the industry were the only people barely keeping the rap culture alive. Lots of fans and rap geeks were really hopeful for a reinvigoration of the culture. And luckily we got we wanted but now it just seems like a renaissance gone out of control.
Don't get me wrong, the hip-hop industry has been dwelling good for a long while. But it just seems that there is a lack of spice that was once predominant. So last month, when tensions escalated within the music industry's so-called "big three" - Kendrick Lamar, Drake, and J. Cole - Lamar directly targeted Drake and Cole in a feature verse on "Like That," a song from the first collaboration project of Future and Metro Boomin's album, "We Don’t Trust You” (2024). Fans eagerly anticipated an epic rap battle to unfold.
A rap battle between the ‘greats’ basically means that the audience gets a first person account on the entire brawl thats about to take place. And it also means that the artists put on their A game, because ‘rap beefs’ are no joke in the hip hop industry.
Lamar's verse on "Like That" alludes to Drake and Cole's track “First Person Shooter" from 2023, where Cole hailed the trio as the pinnacle of the industry. Cole's lyric, "We the big three like we started a league, but right now, I feel like Muhammad Ali," is particularly resonant. Lamar shot Cole down coarsely, concluding, “It’s just big me.”
To counter Lamar’s verse and to abide by the hip culture, J. Cole shot back dropping his surprise album, “Might Delete Later”, in which he replied to Lamar on his final track of the record, “7 Minute Drill”.
The North Carolina native suggested that Lamar produces just "one impressive rap verse" every two and a half years, insinuating that he resorts to dissing other artists in his songs for publicity. Cole also offered critiques of Lamar's highly praised albums, labeling "To Pimp a Butterfly" as dull and overhyped, and referring to "Mr. Morale & the Big Steppers" as “disappointing."
Audiences stated that the angle was miscalculated and was a major misfire. And Cole seemed to agree. During his performance at the Dreamville Festival in Raleigh, North Carolina, the rapper revised his previous statements made in the track, expressing discomfort with the reactions it garnered, which unsettled his peace of mind and caused sleep disturbances.
Cole expressed his dissatisfaction, describing the situation as "That was the lamest, goofiest s---." He further informed fans of his intention to either revise the song or eliminate it from streaming platforms, a decision he has since acted upon by removing it.
Drake then, took it upon himself to throw some of his sass around too. Releasing a diss track on Lamar on last Saturday titled “Push Ups”. In the song, Drake threw shade at Lamar, Metro Boomin, Future, The Weeknd, Rick Ross, and even made a reference to J. Cole's apology in his latest remarks.
Following the release of the song, Rick Ross ‘joined the chat’ responding with his own diss track titled “Champagne Moments” later that Saturday. In it, he implied that Drake underwent cosmetic procedures on his nose and stomach, while also referring to the biracial rapper as a "White boy.”
Oh boy, we’re not done yet. On April 21st, Kanye West joined forces with Kendrick Lamar, dropping a remix of the Metro Boomin and Future’s "Like That." In this rendition, West directed criticism at Drake's contract with a major label, implying that Drake had been unfairly treated. He also dismissed Drake and J. Coles verses by rapping, "Y'all so out of sight, out of mind/I can't even think of a Drake line”.
Drake didn’t stop here either. He tried provoking Lamar yet again, by dropping another diss track titled, “Taylor Made Freestyle”. In this track, he went on to suggest that Lamar lacked the courage to drop his music during the same week as Taylor Swift's album, ‘The Tortured Poets Department’.
To compound matters, Drake also utilized Artificial Intelligence to mimic the voices of two of Lamar's idols, Tupac Shakur and Snoop Dogg, exacerbating the situation.
With all that's broiling up between 'the big three', it has started a domino effect within the industry, with rappers taking shots at each other one after the other. And it just might not stop here.
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