UK Rap: The Big Winner In The Drake/Pusha T Beef #IndustryTips


Life is a series of moments, and a single moment can change everything.

A string of subliminals had been gathering attention long before Drake sent for Pusha T in the Duppy freestyle, but in a weird twist things escalated fast.

A timeline of events sparked by Kanye West’s return to Twitter lead to soap opera like revelations, a press run for J. Prince’s new book, and a UK platform being positioned on the world stage.

• Kanye West had followers transfixed with a barrage of tweets, controversial interviews, and outrageous statements as he made plans to release five albums on his G.O.O.D Music label.

• Pusha T drops Daytona, the first album in the G.O.O.D Music campaign.

• Drake holds record for highest number of hit songs making him the most successful rapper of all time.

• Pusha T’s mention of Drake ghost writing rumours on Daytona catches the attention of listeners everywhere. The rumours were previously mentioned by Meek Mill, but on this occasion Pusha T was becoming part of a much wider conversation.

• Drake’s reply in the Duppy Freestyle jabs at Kanye West and puts attention on Pusha T’s new album, which was also being spoken about for making a controversial photo of Whitney Houston’s drug den the album cover.



• Pusha T claps back with The Story of Adidon when his fiance is mentioned in Duppy, this time attracting mainstream attention for exposing Drake’s personal life and hitting out at his loved ones. Cover art was becoming a theme and a picture of Drake in blackface was used as the artwork for the freesyle which was recorded over The Story of OJ instrumental.



• Houston Rap OG J. Prince declares things had gone too far and calls an end to the beef.

• With the attention now on J. Prince he used the spotlight to promote his forthcoming book, The Art & Science of Respect, foreword written by Drake.



Throughout the timeline each individual was clear on their objectives making it possible for them to leverage the situation to an intended outcome. Attention is currency – the more attention a single event receives the more leverage you can gain from it.



At the height of his success and hot off the back of the release of his fifth studio album, Drake, who is an avid fan of UK music chose to make the unprecedented move of recording a Link Up TV Behind Barz freestyle with the UK music platform. Scorpion has already smashed all streaming records and is set to debut at number 1 on the Billboard chart. Could the timing of this prove to be a monumental turning point for Link Up TV and the many artists it promotes to make UK rap the real winner in the Drake/Pusha T beef?

Recognise the value of the moment
Add value
Leverage the situation