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At the end of the day, a sizable portion of modern-day rap beefs are remembered as little more than interesting marketing moments. Take the thoroughly entertaining tiff between Drake and Kanye West, for example. Once considered cordial acquaintances, the two megastars have devolved into a fairly petty rivalry that has resulted in some cleverly placed out-of-home advertising.
Kanye splashed Drake’s hometown of Toronto with billboards for his latest album, Donda, which led to a bit of a billboard battle in the city’s Yonge-Dundas Square, where the Canadian rapper then placed competing signs for his newest album, Certified Lover Boy.
But
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