Jake Paul’s war on Dana White has escalated to diss tracks. What’s his endgame?

Last Friday, Jake Paul – the controversial YouTuber turned professional boxer – released a rap video targeting Dana White, the president of the Ultimate Fighting Championship.

Aptly named the Dana White Diss Track, the song opens with a cameo from former UFC champion Cris Cyborg, who is pressured by an actor playing White into signing an exploitative contract that doesn’t even guarantee health care. Paul – who modestly portrays himself as a crusading hero – then launches into the track, which takes aim at White and his business partners Frank and Lorenzo Fertitta, as well as notable fighters such as Conor McGregor, Jorge Masvidal, Nate Diaz, and even retired champion Khabib Nurmagomedov.

The definitely not safe-for-work track, which has garnered more than 2m views on YouTube, is Paul’s latest attempt to call for improved pay in the UFC while escalating his personal conflict with White.

“Dana, pay your fighters more. Give them healthcare, you scumbag. I haven’t met a single person who says anything good about you. I passed my drug test and you went silent. I’m keeping my foot on your neck until you tap, bitch,” proclaims Paul in the closing section of the video. “Stop raising your pay-per-view prices on the fans and not paying fighters more. Greedy, old, lonely, bald, bitch.”

Paul and White have clashed repeatedly over the past few months. It began when Paul offered to retire from boxing and join the UFC roster if White agreed to raise fighter pay and provide long-term health care to his athletes. White responded by suggesting that Paul was using steroids. Unfazed by White’s attack, Paul announced last week that he had invested in Endeavor, the parent company of the UFC, with the intent of driving change from within. He