Atlantic Records Accused Of Bot Engagement On Lil Uzi Vert, Don Toliver & Other Videos

After a huge spike in music video views and many Twitter reactions, more and more people are raising eyebrows at the label.

BYGabriel Bras Nevares
Atlantic Records Accused Of Bot Engagement On Lil Uzi Vert, Don Toliver & Other Videos

In today's music industry, everybody's going to have their own hustle and strategies to maximize views and engagement. But it's easier for some than others, and when big labels have the money to buy them, it breaks a balance. Atlantic Records allegedly used bot engagement to boost the numbers of music videos from Lil Uzi Vert, Don Toliver, and more. For example, after Don Toliver's "Do It Right" music video reached 7.1 million views in a day, many weren't buying it.

Matt Winkelmeyer/Getty Images

For those of you unfamiliar with bot engagement, it's a practice where you buy fake accounts and automated "users" to boost views or streams. After the "Do It Right" video in particular, many didn't believe in such high viewership in a short time. It's worth noting that four days after the video's drop, as of writing this article, the video has 7.9 million views. According to screenshots circulating online, it amassed 7.1 million a day after its release.

However, this isn't to blame Don Toliver in particular, or any artist for that matter. Many see this as tampering from the labels themselves, who have the financial backing and reach to make such purchases. DJ Akademiks took to Twitter to voice his thoughts after many started to call out Atlantic.

"Damn.. Atlantic Records went from being hella lit a few years ago to being s**t. They literally threw in the towell on marketing and promotin their artists..they just buying WILD amounts of fake views...which makin their artists look even worse."

Ak also shared screenshots of comments sections from Atlantic artists, such as Uzi and Roddy Rich. They were flooded with emojis; mostly hearts and face reactions, but all quite nonspecific. Either it's a massive coincidence, a trend people haven't caught on to yet, or bots boosting those engagement numbers.

Also, there's a bit more proof to this than readers might expect. One of many users who commented on the bot behavior specifically accused Cactus Jack of the practice. The user was later surprised by an account suspension.

Other fans pointed out a similar issue with Uzi's "Just Wanna Rock" video. However, given the sheer impact of that song and it trending at No. 1 on streaming, it's less egregious. Not to say that Don doesn't make impressive numbers, but you can notice when those numbers are from passionate fans and when they're from fake accounts. Unfortunately, bots and shady business practices to boost numbers are an industry feature, not a bug. They won't be going away anytime soon.

Atlantic Records strongly denied claims that they use bots in a statement to XXL. Stay tuned to HotNewHipHop to see if we'll find out for sure.


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About The Author
Gabriel Bras Nevares is a music and pop culture news writer for HotNewHipHop. He started in 2022 as a weekend writer and, since joining the team full-time, has developed a strong knowledge in hip-hop news and releases. Whether it’s regular coverage or occasional interviews and album reviews, he continues to search for the most relevant news for his audience and find the best new releases in the genre. What excites him the most is finding pop culture stories of interest, as well as a deeper passion for the art form of hip-hop and its contemporary output. Specifically, Gabriel enjoys the fringes of rap music: the experimental, boundary-pushing, and raw alternatives to the mainstream sound. As a proud native of San Juan, Puerto Rico, he also stays up-to-date with the archipelago’s local scene and its biggest musical exponents in reggaetón, salsa, indie, and beyond. Before working at HotNewHipHop, Gabriel produced multiple short documentaries, artist interviews, venue spotlights, and audio podcasts on a variety of genres and musical figures. Hardcore punk and Go-go music defined much of his coverage during his time at the George Washington University in D.C. His favorite hip-hop artists working today are Tyler, The Creator, Boldy James, JPEGMAFIA, and Earl Sweatshirt.