Achi news desk-
The ongoing feud between two of rap’s biggest stars can trace its roots back to an old promotional scheme that was refined in Calgary decades ago.
Known in the world of professional wrestling as “kayfabe,” the scripted confrontations and drama outside the ring were developed by the Hart family to drive ticket sales and hype events.
“It’s a way to generate interest, creating a largely fictional conflict for promotion,” said Darin Flynn, a linguistics professor at the University of Calgary who teaches a course in the language of rap.
Flynn says when he works, the money can flow.
But sometimes, outsiders who are not part of the script get involved and the lines between reality and art become blurred.
It has led performers to act, and commonly enough that there is a term for it: “shooting.”
“Shooting is literally the term that is used when an element is introduced that was not planned for,” says Flynn.
The “beef” between the two former collaborators spilled out of the entertainment world and into the public conversation on Tuesday after a security guard at Drake’s Toronto mansion was shot around 2 am.
The man was taken to hospital with serious injuries.
Toronto police have not said the shooting was related to a war of words, which has included allegations of pedophilia and spousal abuse among other things.
Drake is known for a long list of huge commercial hits.
Kendrick Lamar is a critically acclaimed Grammy winner and the first musician outside of jazz or classical music to win a Pulitzer Prize.
The string of “diss tracks” released over the past week has fueled sales for both artists.
Rap beefs of the past, such as between Nas and Jay-Z in the early 2000s, had duet tracks sharing the same producer, sometimes winking at the intended nature of the conflict.
There is some concern about the fallout from the war of words – if some of the more disturbing claims are true it could affect radio and other businesses that play their music.
“If for some reason it was no longer appropriate to associate ourselves with Drake, that could have a negative impact on what we do as a business,” said Tyler Hall of Virgin Radio 98.5.
“Drake is one of our most popular artists.”
