The Game Sues Virgin Music Group and UMG Over ‘Drillmatic’ Marketing Budget
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74 Rapper The Game and his company, 100 Entertainment, have officially initiated legal action against Virgin Music Group and Universal Music Group. The lawsuit centers on allegations that the labels failed to provide the majority of a promised $500,000 marketing budget intended for his 2022 album, Drillmatic — Heart vs. Mind.
The complaint, filed on September 30 in California Superior Court by attorney Michael Trauben, asserts that Virgin Music Group had contractually agreed to allocate $500,000 toward the promotion of the project. This budget was specifically earmarked for essential promotional activities, including radio campaigns, music video production, digital advertising, and international marketing efforts.
According to the legal filing, approximately $320,000 of the agreed-upon funds were never utilized for their intended purposes. Furthermore, the lawsuit claims that Universal Music Group failed to execute critical digital marketing operations, leaving the artist to shoulder the burden of his own promotional rollout.
Allegations of Financial Mismanagement
The lawsuit details specific areas where the promotional support fell short. While $125,000 was reportedly allocated for radio promotion, the complaint alleges that no funds were actually spent on radio advertising. The Game and 100 Entertainment contend that this lack of support significantly hindered the album’s visibility during its crucial release window.
The filing further notes that 100 Entertainment was forced to cover various promotional expenses out-of-pocket to ensure the project’s rollout remained on schedule, including the production of the music video for the track “Stupid,” which features Big Sean. The complaint alleges that Universal Music Group not only failed to reimburse these costs but instead recouped the expenses directly from The Game’s royalty earnings.
Impact on Album Performance
The legal team argues that the shortfall in marketing support directly impacted the commercial performance of Drillmatic. The album, which features a star-studded lineup including Kanye West, Big Sean, and Drake, debuted at No. 12 on the Billboard 200 with approximately 25,000 equivalent album units. The lawsuit suggests that with the full promotional commitment, the project could have achieved significantly higher engagement and sales.
The Game is currently seeking $500,000 in damages to rectify the alleged breach of contract. As of now, neither Virgin Music Group nor Universal Music Group has issued a public response to the allegations. The case underscores the ongoing tensions regarding financial transparency and contractual obligations between high-profile artists and their distribution partners.