Kendrick Lamar has been taking shots — both subtle and seriously direct — in the 'Not Like Us' Era — from the Canadian tuxedo at the Grammys to Serena Williams at the Super Bowl to the 'Not Like Us' cover art.

Less than a week after rap rival Kendrick Lamar performed his chart-topping Drake diss “Not Like Us” at the Super Bowl, Drake has released his first album since the two began their ongoing feud last year with several lyrics fans think is about their beef,

It is a time-honoured tradition in music: rather than entering into a war of words in the tabloids with your closest rival, write a diss track instead.