Building on recent developments, Loon dissects Drake’s high-stakes lawsuits against UMG and the complex “zero sum” nature of industry business. Loon connects these legal battles to Kendrick Lamar’s maneuvers—exploring how Kendrick might have leveraged Future, the Southern hip-hop scene, and the cultural shifts sparked by the South to strengthen his position while challenging Drake’s dominance. From the behind-the-scenes contracts and shifting industry alliances to Joe Budden’s perspective on Drake’s potential exit from the game, Loon uncovers the layers of strategy, negotiation, and influence at play. He examines Drake’s confidence, his tour commitments, and the legendary Cash Money legacy that shaped his career. He also revisits Kendrick’s Super Bowl halftime show announcement and the intriguing silence on collaborations, as well as Lil Wayne’s expectations and how the South’s pivotal role reshaped these hip-hop battles. This episode takes you through the full spectrum—BG and Turk’s beef, the impact of consumer data in label negotiations, the global influence Drake wields, and how streaming platforms rely on artists like him to drive change. It’s a raw, unfiltered look into how these titans navigate industry complexities, control narratives, and chart their paths. Whether you’re interested in the real reasons behind Drake’s lawsuits, what Kendrick’s next move might be, or how Future’s cultural footprint affects everyone’s bottom line, this conversation offers a front-row seat to hip-hop history in motion. 00:00:00 - Kendrick’s Diss to Lil Wayne: The GNX Album Bombshell 00:00:25 - Why Artists Need to Think Smarter 00:00:39 - What Makes a Perfect Album Intro (Meek Mill Reference) 00:01:00 - Ad-Libs and Creativity: Setting the Tone 00:01:21 - Drake vs. UMG: Lawsuits, Drama, and Defamation Claims 00:02:18 - The Hidden World of Music Industry Politics 00:02:50 - Emails That Can Make or Break Careers 00:03:17 - What’s Really Behind Drake’s Legal Battles 00:04:33 - The Super Bowl Effect on Kendrick vs. Drake 00:05:05 - Business Stakes of Hip-Hop’s Biggest Rivalry 00:06:35 - Joe Budden Speaks on Drake’s Exit from UMG 00:08:20 - Why Business Growth Is Missing from Major Artists 00:10:23 - Drake’s Untapped Potential as a Mogul 00:12:28 - Kendrick’s Strategy: Why He’s Beating Drake 00:14:02 - Rihanna’s Pivot: Lessons for Drake and Kendrick 00:15:14 - Kendrick’s Super Bowl Move: A New Orleans Power Play? 00:16:05 - Kendrick’s Lyrics: A Bold Challenge to Lil Wayne 00:19:33 - Kendrick’s Edge Over Drake in Hip-Hop’s Power Struggle 00:21:51 - Why the South Is the Key to Kendrick’s Strategy 00:22:52 - Future’s Role in Hip-Hop’s Biggest Battle 00:24:05 - Collaborations That Could Take Down Drake 00:27:04 - Kendrick’s Calculated Moves vs. Drake’s Missteps 00:28:26 - Is Drake Losing the War Behind Closed Doors? 00:30:03 - The Legal and Business Drama Behind Drake’s Lawsuits 00:32:00 - How Drake Helped Build Spotify and Apple Music 00:33:37 - The Financial Forces Driving Hip-Hop’s Biggest Names 00:34:36 - Why Drake’s Contracts Are Holding Him Back 00:39:30 - The Hidden Power of Advances in the Music Business 00:41:23 - How Labels Control Artists Like Drake 00:42:33 - Drake’s True Value: The Data Tells All 00:44:31 - Alliances That Could Save Drake’s Legacy 00:46:00 - Why Drake’s Career Lacks a Mogul Moment 00:47:31 - The $400 Million Question: What’s Next for Drake? 00:50:10 - Drake vs. Jay-Z: Two Strategies, One Winner 00:54:14 - How Consistency Builds Industry Giants 00:56:06 - Drake’s Leaked Frustrations with Universal 00:59:34 - Why Drake Might Be Holding Himself Back Join Our Its Up There Podcast Clip Channel now https://www.youtube.com/channel/UCEh6Wk40kcNcMJ4t_jtmluw Discord https://discord.gg/GJKXMWQS For all exclusive interviews & more content not here click here https://www.patreon.com/itsuptherepodcast 🚨Unreleased Interviews https://www.patreon.com/itsuptherepodcast 🦺All Merch Options teespring.com/its-up-there-podcast-merch 🎧LISTEN ON SPOTIFY: https://open.spotify.com/show/4Jheeb8FxYVDRo8khyrz36?si=e339dD2JRte2MYX2Uon3BQ 👀 SUBSCRIBE HERE:https://www.youtube.com/channel/UCl_GorAVekpEVDlk1Yc8giw 👂 LISTEN ON APPLE PODCASTS: https://podcasts.apple.com/us/podcast/its-up-there-podcast/id1317524092?uo=4 👣FOLLOW ITS UP THERE PODCAST HOST : INSTAGRAM | fogfo_looney TIKTOK | https://www.tiktok.com/@fogfo_looney PATREON| https://www.patreon.com/itsuptherepodcast SUBSCRIBE TO Youtube Channel ➡️ https://www.youtube.com/channel/UCl_GorAVekpEVDlk1Yc8giw WATCH MORE ➡️ https://www.youtube.com/watch?v=JwNIuOcAtoo&list=PLnwwxLxHiDWayq4HPgNYUtsAGvqe3liOO

<p>Building on recent developments, Loon dissects Drake&rsquo;s high-stakes lawsuits against UMG and the complex &ldquo;zero sum&rdquo; nature of industry business. Loon connects these legal battles to Kendrick Lamar&rsquo;s maneuvers&mdash;exploring how Kendrick might have leveraged Future, the Southern hip-hop scene, and the cultural shifts sparked by the South to strengthen his position while challenging Drake&rsquo;s dominance. From the behind-the-scenes contracts and shifting industry alliances to Joe Budden&rsquo;s perspective on Drake&rsquo;s potential exit from the game, Loon uncovers the layers of strategy, negotiation, and influence at play. He examines Drake&rsquo;s confidence, his tour commitments, and the legendary Cash Money legacy that shaped his career. He also revisits Kendrick&rsquo;s Super Bowl halftime show announcement and the intriguing silence on collaborations, as well as Lil Wayne&rsquo;s expectations and how the South&rsquo;s pivotal role reshaped these hip-hop battles. This episode takes you through the full spectrum&mdash;BG and Turk&rsquo;s beef, the impact of consumer data in label negotiations, the global influence Drake wields, and how streaming platforms rely on artists like him to drive change. It&rsquo;s a raw, unfiltered look into how these titans navigate industry complexities, control narratives, and chart their paths. Whether you&rsquo;re interested in the real reasons behind Drake&rsquo;s lawsuits, what Kendrick&rsquo;s next move might be, or how Future&rsquo;s cultural footprint affects everyone&rsquo;s bottom line, this conversation offers a front-row seat to hip-hop history in motion. 00:00:00 - Kendrick&rsquo;s Diss to Lil Wayne: The GNX Album Bombshell 00:00:25 - Why Artists Need to Think Smarter 00:00:39 - What Makes a Perfect Album Intro (Meek Mill Reference) 00:01:00 - Ad-Libs and Creativity: Setting the Tone 00:01:21 - Drake vs. UMG: Lawsuits, Drama, and Defamation Claims 00:02:18 - The Hidden World of Music Industry Politics 00:02:50 - Emails That Can Make or Break Careers 00:03:17 - What&rsquo;s Really Behind Drake&rsquo;s Legal Battles 00:04:33 - The Super Bowl Effect on Kendrick vs. Drake 00:05:05 - Business Stakes of Hip-Hop&rsquo;s Biggest Rivalry 00:06:35 - Joe Budden Speaks on Drake&rsquo;s Exit from UMG 00:08:20 - Why Business Growth Is Missing from Major Artists 00:10:23 - Drake&rsquo;s Untapped Potential as a Mogul 00:12:28 - Kendrick&rsquo;s Strategy: Why He&rsquo;s Beating Drake 00:14:02 - Rihanna&rsquo;s Pivot: Lessons for Drake and Kendrick 00:15:14 - Kendrick&rsquo;s Super Bowl Move: A New Orleans Power Play? 00:16:05 - Kendrick&rsquo;s Lyrics: A Bold Challenge to Lil Wayne 00:19:33 - Kendrick&rsquo;s Edge Over Drake in Hip-Hop&rsquo;s Power Struggle 00:21:51 - Why the South Is the Key to Kendrick&rsquo;s Strategy 00:22:52 - Future&rsquo;s Role in Hip-Hop&rsquo;s Biggest Battle 00:24:05 - Collaborations That Could Take Down Drake 00:27:04 - Kendrick&rsquo;s Calculated Moves vs. Drake&rsquo;s Missteps 00:28:26 - Is Drake Losing the War Behind Closed Doors? 00:30:03 - The Legal and Business Drama Behind Drake&rsquo;s Lawsuits 00:32:00 - How Drake Helped Build Spotify and Apple Music 00:33:37 - The Financial Forces Driving Hip-Hop&rsquo;s Biggest Names 00:34:36 - Why Drake&rsquo;s Contracts Are Holding Him Back 00:39:30 - The Hidden Power of Advances in the Music Business 00:41:23 - How Labels Control Artists Like Drake 00:42:33 - Drake&rsquo;s True Value: The Data Tells All 00:44:31 - Alliances That Could Save Drake&rsquo;s Legacy 00:46:00 - Why Drake&rsquo;s Career Lacks a Mogul Moment 00:47:31 - The $400 Million Question: What&rsquo;s Next for Drake? 00:50:10 - Drake vs. Jay-Z: Two Strategies, One Winner 00:54:14 - How Consistency Builds Industry Giants 00:56:06 - Drake&rsquo;s Leaked Frustrations with Universal 00:59:34 - Why Drake Might Be Holding Himself Back Join Our Its Up There Podcast Clip Channel now https://www.youtube.com/channel/UCEh6Wk40kcNcMJ4t_jtmluw Discord https://discord.gg/GJKXMWQS For all exclusive interviews &amp; more content not here click here https://www.patreon.com/itsuptherepodcast 🚨Unreleased Interviews https://www.patreon.com/itsuptherepodcast 🦺All Merch Options teespring.com/its-up-there-podcast-merch 🎧LISTEN ON SPOTIFY: https://open.spotify.com/show/4Jheeb8FxYVDRo8khyrz36?si=e339dD2JRte2MYX2Uon3BQ 👀 SUBSCRIBE HERE:https://www.youtube.com/channel/UCl_GorAVekpEVDlk1Yc8giw 👂 LISTEN ON APPLE PODCASTS: https://podcasts.apple.com/us/podcast/its-up-there-podcast/id1317524092?uo=4 👣FOLLOW ITS UP THERE PODCAST HOST : INSTAGRAM | fogfo_looney TIKTOK | https://www.tiktok.com/@fogfo_looney PATREON| https://www.patreon.com/itsuptherepodcast SUBSCRIBE TO Youtube Channel ➡️ https://www.youtube.com/channel/UCl_GorAVekpEVDlk1Yc8giw WATCH MORE ➡️ https://www.youtube.com/watch?v=JwNIuOcAtoo&amp;list=PLnwwxLxHiDWayq4HPgNYUtsAGvqe3liOO</p>

Welcome to It's Up There Podcast With Looney, AKA BIG LOON! Loon strives to be a business leader for the culture. When he speaks about the podcast business, record label business and contracts, he does it with a level of understanding that your average consumer would not have. Being able to see through the smoke and mirrors within the industry and the industry tricks, people come to It’s Up There for a one of a kind perspective and to get a full breakdown. Tune in! Audio drops on Mondays and video drops on Thursdays!

ITS UP THERE PODCAST W/LOONEY

Drake Sues Kendrick Lamar Over Diss Track  Loon Calls Out Jay-Z, Big 3 Debate, & Drake’s Business Moves

https://api.omny.fm/orgs/e73c998e-6e60-432f-8610-ae210140c5b1/clips/24ea30a3-9891-4728-a6ee-b24e00e8e64f/transcript

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