ENTERTAINMENT NEWS

The Game: Label Left Six Figures in Marketing Unspent

ENTERTAINMENT NEWS
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The Game‘s company is taking legal action against his record label, claiming it failed to deliver on a promised marketing push that could have significantly boosted his 2022 album. According to a lawsuit obtained by BlkCosmo, 100 Entertainment Inc. says UMG and Virgin Music agreed to invest $500,000 behind the promotion and marketing of “Drillmatic — Heart vs. Mind,” but the label fell drastically short on its commitment.
The filing details a carefully mapped-out budget that both parties signed off on just days before the album’s release. The allocation included funds for music videos, digital advertising, international promotion, and $125,000 specifically for radio play. But according to the suit, only about a third of that money was actually deployed, leaving more than $320,000 sitting unused.
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The radio allocation proved particularly problematic. The suit claims not a single dollar of the $125,000 earmarked for radio promotion was spent, and whatever marketing money was actually used got recouped directly from The Game‘s royalties.
The company argues that this anemic rollout damaged the album at the most crucial moment: right at launch. A weak first week can set the tone for an album’s entire commercial trajectory, and 100 Entertainment believes the full $500K spend would have produced substantially different results.
the game sub getty swipe 1

“Drillmatic — Heart vs. Mind” landed at No. 12 on the Billboard 200 with approximately 25,000 album-equivalent units in its first week. For an artist of The Game’s stature, that’s a disappointing debut position that 100 Entertainment attributes directly to the label’s failure to execute the agreed-upon marketing strategy.
The lawsuit is seeking at least $500,000 in damages. The case adds to growing tensions between independent artists and major labels over transparency and accountability in promotional spending, a consistent friction point as the music business continues to shift.


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