The Game's Independent Label Sues UMG Over Marketing Funds for 2022 Album 'Drillmatic'

Independent record label 100 Entertainment, founded and run by veteran West Coast rapper Jayceon Terrell Taylor, professionally known as The Game, has filed a legal complaint against Universal Music Group and its distribution division Virgin Music Group. According to reporting by Billboard, the lawsuit was officially filed on Wednesday, Sept. 30, alleging breach of contract regarding the promotion and marketing rollout of the rapper's 2022 project, Drillmatic – Heart vs.

Mind. The legal complaint states that 100 Entertainment had established an exclusive distribution partnership with Virgin Music Group to handle the release of the 30-track album. However, the plaintiff contends that Universal Music Group failed to meet its contractual financial obligations during the project's critical promotional window. According to court documents cited by Billboard, UMG pledged a recoupable marketing budget of $500,000 to back the release, but ultimately expended only $179,000—just over a third of the designated total. 100 Entertainment alleges that the reduced expenditure directly harmed the commercial trajectory of the album.

According to the lawsuit, UMG omitted key digital promotional strategies and allocated zero dollars toward traditional radio promotion. Consequently, the independent label claims it was forced to step in and spend its own capital to maintain the release timeline. Among those expenditures, 100 Entertainment paid a substantial portion of the production costs for the music video accompanying the single 'Stupid,' which features Big Sean. According to the court filing, UMG has not reimbursed those production expenses.

In the complaint obtained by Billboard, Michael Trauben, legal counsel for 100 Entertainment, emphasized the financial impact of the missing promotional backing. Trauben wrote that the album was deprived of nearly two-thirds of its negotiated marketing support during its release cycle. He noted that the project did not perform at the level it would have achieved had the agreed-upon marketing fund been properly administered, resulting in lost royalties, streaming revenues, and overall sales income.

Drillmatic – Heart vs. Mind served as The Game's eleventh solo studio album when it dropped in August 2022. The extensive tracklist featured a wide array of guest appearances, including Ye (formerly Kanye West), Lil Wayne, Rick Ross, A$AP Rocky, Meek Mill, Roddy Ricch, Ty Dolla $ign, Tory Lanez, French Montana, Fivio Foreign, Cam'ron, Chris Brown, and Big Sean. Upon its debut, the album reached No. 12 on the Billboard 200 chart and remained on the chart for two weeks. 100 Entertainment argues that greater marketing investment would have yielded stronger, more sustained commercial results.

As a result of the alleged breach of contract, 100 Entertainment is seeking at least $500,000 in monetary damages for what it describes as the album's diminished commercial performance. Prior legal communications referenced within the court filing indicate that Universal Music Group and Virgin Music Group have denied any breach of contract. Billboard reported that an official spokesperson for UMG did not immediately respond to requests for comment following the filing on Thursday, Oct. 1.