J. Cole opted out of a Big Three beef that would have pitted him and Drake against Kendrick Lamar.
At first, that seemed like a big W as Kendrick and Drake hurled insults and revelations at each other that may damage their reputations for good.
But the beef was also good for their bottom line. Kendrick got a couple of number-one hits out of it, and Drake, despite "losing" the beef, is enjoying his best streaming year ever.
The same can not be said about Cole.
After eight weeks, his commercial mixtape Might Delete Later has fallen off the charts, making it the first Cole project not to spend at least a year on the Billboard 200.
Would you rather be Cole or Drake?
Memes
Drake Weighs In On Kendrick Lamar Associate Trying To get With 15-year old / Memes
News
Drake's Goon Top5 Stunts His Post-Prison Earnings / News
News
Kendrick Lamar Has Something Cooking With Taylor Swift / News
Beef
Kendrick Lamar Affiliate Caught Trying To Have Relations With A Minor / Beef
News
Future Makes Very Interesting Comment about Drake-Kendrick lamar Beat / News
Beef
Mustard Clowns Drake During Camp Flog Gnaw Performance / Beef