Like a soap opera, you skip an episode and lose track of the story. For the past month, two of the most successful hip-hop artists of recent times—Kendrick Lamar and Drake—have been embroiled in a back-and-forth rap beef that reached new levels over the weekend as Lamar released “Meet the Grahams” and “Not Like Us,” and Drake dropped “The Heart Part 6.
YouTube and streaming created the possibility for something different: the propagation of live battles featuring artists skilled at in-person battling. So popular was battling on YouTube that successful rap battle leagues emerged, turning participants into influencers that accumulate large followings. Woven throughout is the rise of algorithms and social media, which provide not only an ecosystem for viral videos and songs, but also automatic instruments to curate media for certain audiences.
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