In 2024, UMG didn’t depend on probability, and even peculiar enterprise practices, to “break by means of the noise” on Spotify, and sure different music platforms. It as a substitute launched a marketing campaign to govern and saturate the streaming companies and airwaves with a music, “Not Like Us.” in an effort to make that music go viral, together with through the use of “bots” and pay-to-play agreements.
Drake says UMG and Spotify used bots and payola to make ‘Not Like Us’ seem popular
