Cultural events in the digital age have familiar forms. There’s a central story—in this case, a truly vicious feud between rappers Kendrick Lamar and Drake—and then a series of tendrils that stem from that central event. For better or worse, the most important thing is to support the content ecosystem.
The feud between Kendrick and Drake has spawned a cottage industry of online reactions. Of course, beef is merciless. Families were involved, alleged secrets were leaked, a potential false flag operation was at play, and serious criminal charges have been laid.There have been countless A way for creators to get involved, even if not necessarily directly involved in the worst parts.There are lyrics to parse and statements to inspire significant meaning Reactions to various new track drops.
In short, even something like the Drake vs. Kendrick beef—honestly, especially Things like beef—are opportunities for creators to expand their reach.This is a natural choice for some people because they already Talk about it.
“I try to keep up with whatever is trending in the music industry,” Jordan Bowles, a 21-year-old songwriter from Indiana, told Mashable. “The first time I talked specifically about the Kendrick and Drake beef, I took it off the air right after ‘Euphoria’ came out.”
The video immediately captivated audiences and has been viewed nearly 20,000 times.
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But as we all know, the battle is far from over. Powers is the kind of TikTok creator you would expect him to be involved with. Scroll through his profile and you’ll find many posts about hip-hop, pop culture, and other little life observations you’d typically see on the platform.
Not to completely rekindle the feud between Kendrick and Drake, but there have been many Repeated accusations – some serious and, importantly, unsubstantiated. Drake has made domestic abuse allegations, while Lamar has made numerous accusations, including pedophilia charges. Many stores do a good job breaking down their beef schedules. Lamar is generally considered to have “won” the battle by topping the streaming charts with “Meet the Grahams” and “Not Like Us.”
Even though Kendrick and Drake have come to a standstill, the battle continues to rage online. Powers regularly posts when songs are released, often writing his thoughts in the captions of videos of him listening to the song. Like many others, he thinks Kendrick is winning the fight. He made a simple video about “Meeting the Grahams,” noting that Drake shouldn’t have brought up the family because he couldn’t keep up with Kendrick’s reaction. The video has been viewed 4 million times, making it Powers’ most-viewed TikTok to date.it is quite That’s a number for a creator who just climbed above 18,000 followers.
It’s a big moment for Powers, who is trying to forge a path as a creator.
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“My phone was off and I was watching it again and again. I was checking it every 10 seconds because I was so excited,” he said.
Several of his other videos about the feud have had views ranging from 60,000 to 900,000, including all This is a huge number for micro content creators. His account’s follower count also increased by about 12% after he started talking about the beef.
However, someone like Powers is relatively small compared to other creators. Some already popular figures have focused on the Drake and Kendrick saga. Kai Cenat is already a popular and controversial influencer with millions of views and, presumably, a fortune in beef. There are also creators like rapper Scru Face Jean, who was already somewhat popular, but like Powers, his numbers grew due to his focus on beef. The most viewed TikToks on his page (some with around 1 million views) are about Kendrick and Drake, while his music and other hip-hop reactions show less engagement.
But that’s the thing. Creators who seem to be taking advantage of the beef must be on the money.they are already When this big moment came, I was focused on hip-hop.
“I value how I think and how I feel about the whole thing,” Powers said. If people know you like hip-hop, your idea might break through. For example, Powers said he tries to react in an exciting and opinionated way.
“Whenever a diss comes out, I listen to it three, four, or five times before writing down some thoughts,” he said. “Once I got myself together, I texted a few people to get their different opinions on it. Then I would piece together my thoughts.”
He then releases summaries of those thoughts through text and videos of his reactions.
“It’s a great recipe,” Powers said.
These moments can be big business for creators — even if we’re once again talking about a vicious spat that some fear has sparked real-world violence. Smaller creators like Powers could be targeted for peddling products in TikTok stores (he declined such offers). For people like Senat, big paychecks come from popular videos on YouTube.
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Although subjects resolve within Despite the seriousness of the beef, the very concept of rap beef is a relatively low-stakes but high-interest subject for creators. It has drama and endless material – think of all the lyrics you could break down. It’s like reality TV.Consider the reactions, theories, and amateur investigations sparked by Bravo’s Scandovar Saga Vanderpump Rules. At least in the digital world, this is an opportunity to react, take a stand, and find valuable information. Even though the subject matter is vastly different, you can comb through the same meticulous web combing through Kendrick’s lyrics and Tom Sandoval’s Instagram page.
In short, anything dramatic is grist for the internet mill. As long as Drake and Kendrick are complaining, people are going to have something to say about it. However, for now we are just waiting for the next song. There are signs that Drake is cooking up something — get the ring light and front-facing camera ready.
