Drake and Kendrick Lamar’s Beef Has Dragged Us All to Meme Hell

Kendrick Lamar and Drake’s internet-breaking beef has stomped into some deep, dark territory, but you wouldn’t know it from all the GIFs.

For weeks, allegations have been flying back and forth as the hip-hop giants battle it out to decide who really rules rap’s “big three.” What started out as the usual displays of puffery and kayfabe has devolved into disturbing claims including pedophilia and assault. Yet at the same time, the internet has continued to do what it does best, churning out lighthearted reaction videos and even humorous GoFundMe campaigns. If this beef has proven anything, it’s that people on all sides—artists and fans—will stop at nothing to chase clout and cash.

Speaking on CBS Mornings this week, Carl Lamarre, Billboard’s deputy director of R&B/hip-hop, observed how massive this feud has gotten. “We have not had this kind of chatter, to where it’s exploded in terms of pop culture, so far this year,” he said. “Even if you look at the streams, Kendrick’s ‘Not Like Us’ record has topped Spotify and Apple.”

Read more at The Daily Beast.