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Canadian songwriter and record producer Boi-1da's comment regarding Universal Music Group (UMG) and Complex Networks has gone viral after the latter published UMG's statement in response to Drake's pre-action petition against the company.
On Monday, November 25, Drake filed a pre-action petition against Universal Music Group, alleging that the company has conspired with Spotify and Apple to artificially inflate the popularity of Kendrick Lamar's Not Like Us.
Meanwhile, a Universal Music Group spokesperson denied the allegations launched by the Canadian rapper. They told Billboard the same day:
“The suggestion that UMG would do anything to undermine any of its artists is offensive and untrue. We employ the highest ethical practices in our marketing and promotional campaigns. No amount of contrived and absurd legal arguments in this pre-action submission can mask the fact that fans choose the music they want to hear.”
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Furthermore, Canadian record producer Boi-1da alleged that Universal Music Group owned stakes in the media outlet Complex when the latter published the UMG spokesperson's comment on their Instagram page. Boi-1da's comment has caused a stir on social media, with several fans demanding to know the truth of the matter.
"Universal owns stake in Complex btw lol," wrote Boi-1da.
According to a February 21, 2024 report by Billboard, livestream shopping platform NTWRK acquired Complex Networks, with investments from conglomerates like Universal Music Group, Main Street Advisors, Goldman Sachs, and Interscope Records founder Jimmy Iovine. Therefore, UMG does own a stake in Complex Networks and came on board as the strategic partner.
Drizzy's Frozen Moments LLC accused Universal Music Group of executing illegal schemes, like using bots and payolas, to inflate the popularity of Not Like Us, as per Billboard's November 25 report. It is also worth noting that Universal Music Group distributes the music of both Drake and K Dot.
The deal between NTWRK and UMG to acquire Complex Networks, explored
On February 21, 2024, NTWRK acquired Complex Networks from Buzzfeed, which the company had purchased for $300 million in 2021. Although the details of the deal were not disclosed, the price was quoted at $109 million by The Hollywood Reporter.
NTWRK co-founder and CEO Aaron Levant became the CEO of the new company. Previously, in 2016, Levant had co-founded ComplexCon with the founder of Complex, Marc Ecko.
As per Billboard's February 2024 report, Levant said in a statement:
“Complex has been a beacon of culture and innovation for over two decades. My journey with Complex began as an admirer of their original magazine in 2002 and it has now come full circle as I step into the leadership role. Alongside this impressive team, we will create the definitive global content, commerce and experiential platform of convergence culture.”
NTWRK and UMG's connection goes deeper than the Complex Networks deal. NTWRK had previously worked with several of the music company's artists, like Billie Eilish, BLACKPINK, and Post Malone. However, it was announced that the new platform would remain open to all artists of any label, major or independent.
In a statement, as per Billboard, Interscope chairman John Janick said:
“This partnership will give our artists access to a dynamic network to deepen connections with superfans through unique collaborations and cultural moments. We share a collective vision on how D2C, experiential, brand partnerships and content are mutually reinforcing cornerstones of the fan experience."
He further added:
"We will continue to sign and elevate new generations of great talent and we believe that we can best serve these artists through a holistic set of capabilities."
For UMG, the artist-fan relationship became paramount after this partnership. The company's chairman/CEO Lucian Grainge reportedly informed his staff that “the next focus of our strategy will be to grow the pie for all artists, by strengthening the artist-fan relationship through superfan experiences and products.”
According to Grainge, the relationship between fans and artists would become the 'blueprint' for all record labels in the future.
