Key Takeaways

  • Hip-hop and rap fans are over 2 times more likely to be rooting for Kendrick Lamar in his rap beef with Drake.

  • Nearly 1 in 2 hip-hop and rap fans (47%) believe rap beefs are a marketing strategy.

  • Searches for Kendrick Lamar are up 621% over the last month.

  • Searches for Drake diss are up 3,200% since the start of the year.

  • 3 in 5 hip-hop and rap fans feel negatively toward AI use in the music industry.

Fans Taking Sides

Fans Sentiment Towards Rappers BeefFans Sentiment Towards Rappers Beef

  • Hip-hop and rap fans are over 2 times more likely to be rooting for Kendrick Lamar in his rap beef with Drake.

  • Gen Z is 135% more likely to be rooting for Kenrick Lamar than Drake.

  • Millennials are 140% more likely to be rooting for Kendrick Lamar and 38% more likely to believe he’s winning the rap beef over Drake.

  • Gen X is 43% more likely to believe Drake is winning the rap beef over Kendrick Lamar.

  • Nearly 1 in 2 hip-hop and rap fans (47%) believe rap beefs are a marketing strategy.

  • Millennials are the most likely to feel rap beef is entertaining (54%).

  • Gen X is the most likely to feel rap beef is bad for rap culture (21%), while Gen Z and millennials are most likely to feel it’s good for rap culture (18%).

Interest in the Drake and Kendrick Lamar Feud

Rappers Beef EscalationRappers Beef Escalation

  • People searched for “Kendrick Lamar” 613,000 times in the last month, making searches for his name go up 621% over the last month.

  • Searches for “Drake diss” are up 3,200% since the start of the year, while searches for “Drake Kendrick Lamar” are up 1,268%.

AI’s Presence in Hip-Hop

Hip-Hop Fans and AI in MusicHip-Hop Fans and AI in Music

  • 3 in 5 hip-hop and rap fans (60%) feel negatively toward AI use in the music industry, with Gen Z being the most likely to feel this way (67%).

  • Gen Z is the most confident in their ability to tell when a song contains AI elements (36%).

  • Almost a quarter of Americans (24%) feel it’s never ok for those in the music industry to use AI.

Methodology

For this study, we leveraged Google Trends search volume to analyze trending terms associated with the Drake and Kendrick Lamar rap beef in the U.S. To supplement our findings, we surveyed 1,001 Americans who identified as hip-hop and rap fans/enthusiasts to get their take on rap beef in general, the Drake vs. Kendrick Lamar feud, and the use of AI in music. Among the respondents, 3% were baby boomers, 20% were Gen X, 56% were millennials, and 21% were Gen Z.

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