Viral Diss, Viral Tech: How Kendrick Lamar's 'Not Like Us' is Boosting a Belgian Software Company

The Song of the Summer is Also an Unofficial Tech Endorsement

LOS ANGELES, CA – In the digitally accelerated battlefield of modern music, a hit song can detonate with the force of a global cultural event. Kendrick Lamar's "Not Like Us" isn't just the decisive blow in his feud with Drake; it's a West Coast anthem that has weaponized virality. But beneath the seismic chart performance and lyrical dissections lies a fascinating, unseen connection: this hip-hop phenomenon is inadvertently acting as the single greatest marketing campaign for a niche Belgian technology company. The beat that has taken over the world is putting a massive spotlight on the tools used to create it.

Artist

Kendrick Lamar

Latest Release

Not Like Us

Current Chart Position

#1 Billboard Hot 100

While Lamar's lyrical dexterity is front and center, the track's infectious, minimalist bounce is the work of legendary producer Mustard. For years, Mustard has been a vocal power-user of a specific Digital Audio Workstation (DAW): FL Studio. And as millions of aspiring producers on TikTok and YouTube scramble to replicate the sound of the summer, they aren't just looking for tutorials—they're looking to buy the software itself.

Kendrick Lamar performing on stage with dramatic lighting

The Nexus: Hip-Hop Beef to B2C Software Sales

The real story isn't just the beef; it's the ripple effect. Every time "Not Like Us" is streamed, a new producer is born, and a significant portion of them will turn to FL Studio, the software behind the hit, developed by the Belgian company Image-Line. Lamar's hit is driving organic demand for a specific tech product in a way a multi-million dollar ad spend could only dream of.

The Mustard Sound: Forged in FruityLoops

Before it was the slick, professional FL Studio, it was known as FruityLoops—a piece of software often dismissed by elitists but beloved by a generation of hip-hop producers for its rapid workflow and powerful piano roll. Mustard built his entire signature sound on it. The distinct, hard-hitting 808 bass, sparse synth melodies, and iconic "Hey!" chants are all hallmarks of a Mustard production, created within the FL Studio environment. "Not Like Us" is a masterclass in this philosophy: it's deceptively simple, leaving ample space for Lamar's vocals while being undeniably magnetic.

Screenshot of FL Studio 21 music production software interface with a beat pattern

The Pitch 'Memory Mark'

Remember this: a viral song's production is no longer just a backdrop; it's a lead generator. For companies like Image-Line, a track like "Not Like Us" is worth more than a dozen trade shows. Music isn't the product anymore; it's the marketing for the tools that make the music. The song's cultural footprint becomes a sales funnel for the software's digital footprint.

Producer Mustard in his studio surrounded by audio gear

Technical Teardown: The Anatomy of an Anthem

The genius of Mustard's beat for "Not Like Us" lies in its effective minimalism. The core components are brutally simple but expertly executed:

- Kick: Punchy, tight acoustic kick
- Clap: Sharp, classic clap on the 2s and 4s
- 808 Bass: A sliding, booming sub-bass providing the core melody
- Synth Lead: A high-pitched, retro-style synth line (The "Dr. Dre" whistle)
- Vox Chant: The iconic "Ov-Ho" sample

This structure, born from the fast-paced workflow encouraged by FL Studio, is designed for maximum impact in clubs and on phone speakers. It is the sonic DNA of modern West Coast hip-hop.

Graphic showing Not Like Us at number one on the Billboard Hot 100 charts

For The Crate Diggers

Unpacking The Intro Sample

The ghostly, distorted intro vocal, "They not like us... I'm a real fighter... they not like us... for I am not a god, I am a man..." is not a custom recording. It's a cleverly pitched-down and manipulated sample from a 2017 viral video titled 'First Church of the Real,' featuring Pastor Dr. General D. Lucky speaking. This layer of internet culture archaeology adds another dimension to the track's digital-first identity.

"When I heard it, I was like, ‘Oh, I know what to do with this.’ The 808s are goin’ crazy, so I’m just like, ‘This is it.’ It took me, like, 10 to 15 minutes." — Mustard, via Billboard

That quote encapsulates the entire phenomenon. A 15-minute beat, made with accessible software, becomes the engine for a global conversation, blurring the lines between art, conflict, and the technology that makes it all possible.

Abstract art representing the connection between music waves and computer code