UMG didn’t market it, Drake himself did by voluntarily participating in the beef, even acknowledging early on it would probably be used against him (because there’s no shortage of creepiness). Drake has been throwing shots at basically everyone for a decade, this didn’t just pop up. So many people were ready for his downfall, that made it 100x more popular than UMG did.
All of that is true, but I’m pretty sure that UMG did market it nevertheless. That happened after the release, not before it - but when the UMG executives realized what cultural phenomenon this song was, they definitely wouldnt let it just fizzle out organically.
UMG didn’t market it, Drake himself did by voluntarily participating in the beef, even acknowledging early on it would probably be used against him (because there’s no shortage of creepiness). Drake has been throwing shots at basically everyone for a decade, this didn’t just pop up. So many people were ready for his downfall, that made it 100x more popular than UMG did.
All of that is true, but I’m pretty sure that UMG did market it nevertheless. That happened after the release, not before it - but when the UMG executives realized what cultural phenomenon this song was, they definitely wouldnt let it just fizzle out organically.
Thanks for some background!