This week’s Trending Up looks at the streaming side effects of the decade’s biggest rap feud, as well as the breakout soundtracks for The Idea of You and Challengers.
Welcome to Billboard Pro‘s Trending Up newsletter, where we take a closer look at the songs, artists, curiosities and trends that have caught the music industry’s attention. Some have come out of nowhere, others have taken months to catch on, and all of them could become ubiquitous in the blink of a TikTok clip.
Kendrick Lamar’s Diss-Track Parade is Lifting His Entire Catalog – Drake’s, Not So Much
“At least your fans are getting some raps out of you / I’m happy I could motivate you,” Drake declares near the end of “The Heart Part 6,” the most recent volley in his genre-consuming feud with Kendrick Lamar. Indeed, one of the by-products of this ongoing back-and-forth has been a new spate of material from a superstar who’s notoriously been stingy with his releases in between album cycles, as Lamar has already more than doubled his 2023 output with 2024 diss tracks alone. And while those shots at Drake have been doing boffo business on streaming services, Lamar’s entire catalog — even outside of his recent diss tracks — is up as well, as rap fans return to K. Dot’s discography for general appreciation (or to parse through subtle attacks against Aubrey Graham).
“Euphoria,” the first of Lamar’s recent diss tracks, debuted at No. 11 on this week’s Hot 100 chart and could move up next week, as the song earned a whopping 27.6 million U.S. on-demand audio streams from May 3-6, according to Luminate. “Not Like Us,” the most club-friendly diss track which dropped late on May 4, could debut even higher, with 21.1 million streams in its first three days of release, while the vicious “Meet the Grahams” earned 8.8 million streams from May 3-6. (“6:16 in LA,” another Lamar diss track, has yet to arrive on streaming services.)
Plus, listeners have been interested in perusing the classic songs that have served as samples in Lamar’s diss tracks. Teddy Pendergrass’ “You’re My Latest, My Greatest Inspiration” was up 76% in streams from Apr. 26-29 (76,000) to May 3-6 (134,000) after being sampled at the beginning of “Euphoria,” while Al Green’s “What a Wonderful Thing Love Is” shot up 283% over the same time period once it was used on “6:16 in LA.” And “BBL Drizzy,” the King Willonius song that Metro Boomin sampled for his anti-Drake beat challenge, is naturally way up in streams, from a negligible amount at the end of April to 185,000 from May 5-6.
Even if you remove all of the diss tracks from Lamar’s overall catalog, however, the rapper’s streams have still significantly increased since the simmering feud reached its recent boiling point. From May 3-6, Lamar’s discography earned 50.62 million streams — up 49% from the previous Friday-to-Monday tracking period (33.98 million from Apr. 26-29). Meanwhile, Drake’s overall catalog is actually down when you similarly compare his streams from that weekend (105.9 million from Apr. 26-29) to last weekend (100.7 million from May 3-6) and remove his two streaming-available response tracks, “Push Ups” and “Family Matters.” Of course, even with that 4.9% dip in catalog plays, Drake’s streaming numbers remain roughly twice as many as Lamar’s, which can be a minor source of comfort as his adversary’s diss tracks make the bigger splash on the charts. – JASON LIPSHUTZ
