In the age of social media, everything seems to have a bit more drama. What once was a simple post on Instagram or Twitter, has evolved into an entire cultural moment—a trend, a statement, a play for relevance.
But when corporations like HBO Max enter into the personal, sometimes petty, feuds between celebrities, it begs the question: should they?
Take, for instance, last night’s 67th Grammy Awards. While the ceremony unfolded in Hollywood, HBO Max’s official X account posted a clip from Degrassi, the iconic teen drama that helped launch Drake‘s career.
Someone is handing Kendrick a Grammy right now. #GRAMMYs #Degrassi #KendrickLamar pic.twitter.com/OzPlgNCcta
— Max (@StreamOnMax) February 3, 2025
The clip, from an episode where Drake’s character, Jimmy Brooks, says, “I thought you were trying way too hard to be profound and you just lost the story,” was captioned, “Someone is handing Kendrick a Grammy right now. #GRAMMYs #Degrassi #KendrickLamar.” The text above the clip at the beginning says, “drake trying to bring kendrick down,” and then the clip freezes with text: “but he didn’t lose best music video, best rap performance, best rap song, record of the year.”
For many, this post was a jab at the ongoing rap feud between Kendrick Lamar and Drake. What made this all the more shocking was that HBO Max—essentially a corporation with a vested interest in both Drake’s popularity (through Euphoria) and Kendrick’s cultural dominance—was openly entering the beef.
As expected, the internet had a lot to say about it.
One X (formerly Twitter) user, @DrizzyValentino, called out the post, saying, “Funny how Drake made one of your most popular shows of all time, I hope this tweet was worth it 👍🏽.”
It’s hard to ignore that HBO Max’s Euphoria—which Drake executive produces—is one of the platform’s most-watched shows, with Zendaya leading the cast. Drake’s involvement in the streaming service’s success can’t be understated, so why take a shot at him publicly?
Others expressed their confusion and frustration, like @Uzanethegoat, who tweeted, “Y’all sold out too? Cause there’s absolutely no reason to post this, Drake is all the way in Australia enjoying his life.”
Many shared sentiments that HBO Max was “doing too much” by inserting themselves into a celebrity rivalry that didn’t need corporate amplification.
But this isn’t just about Degrassi, which the streamer was in talks to revive but ultimately canceled, or HBO Max. The real issue is the larger trend of corporations joining in on the drama between celebrities. The lines between advertising, branding, and social commentary are blurring in ways that make some uncomfortable.
Are we now in an era where companies feel compelled to take sides, stir controversy, and tap into beefs for clicks, engagement, and ultimately, profits?
It’s a dangerous game. In the case of Drake and Kendrick, we’re talking about two of the most influential artists in music today. Their beef has spilled over from bars and rap battles to real-world lawsuits and media firestorms.
So when HBO Max posts a clip seemingly taking Kendrick’s side, it raises the question: are they being cute and clever, or are they genuinely picking a side? Will they lose credibility by inflaming an already fiery situation? Could Drake be justifiably upset, especially when it’s coming from a company he’s had a relationship with?
This social media move wasn’t just about a show or a Grammy win. It was about aligning with one celebrity over another—and these celebrities aren’t just rappers; they’re global icons with far-reaching influence. And let’s not forget, all thirteen seasons of Degrassi, the show that started it all for Drake, are streaming on HBO Max. So why add fuel to the fire, especially when your relationship with both artists could be affected?
While companies need to stay culturally relevant, there’s a line between engagement and exploitation. They may want to appear “in the know,” but they risk alienating fans and artists by involving themselves in personal squabbles.
At the end of the day, the question isn’t just about whether corporations should join rap beefs—it’s whether they should even be part of the conversation in the first place.
In this case, HBO Max may have taken the wrong route. They weren’t simply reacting to a moment—they inserted themselves into a real-life feud that was never meant to involve them.
Maybe next time, corporations will stick to what they do best: providing entertainment without trying to become the spectacle themselves.
Photo Credit: DepositPhotos.com
