Drake continues to play long-term in his conflict with Kendrick Lamar, using his website "100 Gigs" as a strategic platform. The Canadian rapper recently released a new pre-2013 video highlighting a potential collaboration with Lamar that never saw the light of day.
Drake continues to play long-term in his conflict with Kendrick Lamar, using his website "100 Gigs" as a strategic platform. The Canadian rapper recently released a new video from before 2013, highlighting a potential collaboration with Lamar that never saw the light of day.
In this video, we see producer Noah "40" Shebib working on a beat, while Drake expresses his enthusiasm for the participation of Kendrick Lamar.
"For him, where he is," says Drake, "I know he’s going to be a real hit." The response of 40 suggests that the beat was specifically designed for a Drake-Lamar collaboration.
This video would date from before the famous couplet of Lamar on "Control" in 2013, which marked the beginning of tensions between the two artists. It is part of a time when Drake and Lamar had already collaborated on "Poetic Justice" (2012) and "F*ckin Problems" (2013).
Drake’s media strategy
By publishing this content, Drake seems to be indirectly fueling the conflict. This subtle approach contrasts with the frontal attacks of diss tracks, suggesting a long-term strategy on the part of the Canadian rapper.
Some fans speculate that Drake may later reveal he deliberately provided false information to Lamar’s crew, used in the song "Meet the Grahams". Although not confirmed, this theory illustrates the intensity and complexity of this artistic conflict.
Drake’s new move promises to fuel discussions in the weeks ahead as the hip-hop world looks forward to the next stage of this rivalry.