But the fallout between Chicago musicians J.Cole and Noname has more weight behind it than simply being a marketing ploy.
The rappers are battling over their respective approaches to the Black Lives Matter discourse, with Cole being heavily criticised for his “patronising” track "Snow on Tha Bluff", released on Tuesday, that appears to take aim at Noname’s activism.
Now Noname has responded, in her first solo song of the year, "Song 33", with lyrics seemingly referencing J. Cole’s comments, as well as highlighting the murders of 19-year-old Oluwatoyin Salau, George Floyd and the killing of trans women like Dominique Fells.
Here’s a quick reminder of how we got here.
Why are J. Cole and Noname feuding?
On Tuesday, J. Cole dropped "Snow on Tha Bluff", which examines Cole’s response to the current Black Lives Matter protests and conversation.
In the track he talks about a woman, who he feels shamed by for his lack of direct action.
Cole takes a defensive tone, criticising the woman for her “queen tone”, rapping:
I scrolled through her timeline in these wild times, and I started to read
She mad at these crackers, she mad at these capitalists, mad at these murder police
She mad at my n****s, she mad at our ignorance, she wear her heart on her sleeve
She mad at the celebrities, lowkey I be thinkin' she talkin' 'bout me
Now I ain't no dummy to think I'm above criticism
So when I see something that's valid, I listen
But s**t, it's something about the queen tone that's botherin' me
The rapper also says that Noname should be teaching him, instead of “preaching” and implies her approach is one of the reasons slavery continued for so long (hmm), saying:
Just 'cause you woke and I'm not, that shit ain't no reason to talk like you better than me
How you gon' lead, when you attackin' the very same n****s that really do need the shit that you sayin'?
Instead of conveying you holier, come help get us up to speed
Shit, it's a reason it took like two hundred years for our ancestors just to get freed
These shackles be lockin' the mental way more than the physical
Noname has been an outspoken voice on racial inequality, both throughout the recent Black Lives Matter resurgence, and before, launching projects like a book club dedicated to works by people of colour while also speaking to fans about topics like prison abolition and misogynoir.