The Game is taking legal action against Universal Music Group (UMG) and Virgin Music Group, accusing the companies of failing to deliver on a $500,000 marketing and promotion budget promised for his 2022 album Drillmatic – Heart vs. Mind.
The lawsuit was filed on September 30 in California Superior Court by 100 Entertainment, The Game’s company, which had an exclusive distribution arrangement with Virgin. The company is seeking at least $500,000 in damages, arguing that the alleged lack of promotional spending contributed to the album performing below its potential.
According to the complaint, UMG and Virgin agreed to provide a $500,000 recoupable marketing fund for Drillmatic. A detailed budget reportedly allocated money toward music videos, digital advertising, overseas promotion and radio, with $125,000 specifically set aside for radio promotion.
However, 100 Entertainment alleges that only $179,274.79 of the promised $500,000 was actually spent. The lawsuit claims that none of the $125,000 allocated for radio was used, while only about $87,948 of a planned $170,000 music-video budget was spent.
The company also claims that The Game was forced to cover part of the production costs for the music video for “Stupid,” his collaboration with Big Sean, and says those expenses have not been reimbursed.
At the center of the lawsuit is the argument that the promotional shortfall came during the album’s crucial release period. 100 Entertainment alleges that leaving roughly two-thirds of the agreed marketing budget unused meant Drillmatic missed important promotional opportunities and consequently suffered weaker sales, streams and royalty income.
Drillmatic Heart vs. Mind, released in August 2022, debuted at No. 12 on the Billboard 200, with reports putting its first-week equivalent album sales at around 25,000. The project featured artists including Kanye West, Lil Wayne, Big Sean, Roddy Ricch and Nipsey Hussle.
The Game’s company is seeking at least $500,000 in damages, along with court costs and attorneys’ fees. The complaint argues that the album would have performed better if the full promotional plan had been implemented.
UMG and Virgin have previously denied allegations of breach of contract in legal communications, according to reports on the case. The allegations contained in the lawsuit have not been proven in court.
The case highlights an issue that can have significant consequences in the music business: promotional commitments written into distribution and label agreements, and what happens when the agreed marketing support is allegedly not delivered.
