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  1. Akshay Masand's Avatar

    A recent report on Friday claims that Apple is producing in-house music videos and other content for popular artists such as Eminem, Pharrell and Drake in an effort to bid for Apple Music exclusivity. A recently released video for Drake was revealed on Friday as an Apple Connect exclusive, highlighting the Cupertino California company’s efforts.

    Based on information from the folks over at Pitchfork, Apple’s production team created videos for Pharrell’s “Freedom,” Eminem’s “Phenomenal,” and Drake’s “Energy,” each of which made its debut as an Apple Music exclusive. The company’s next big project appears to be a short film that accompanies a two-track release from M.I.A. called “Matahdatah’s Scroll 01 Broader Than a Border,” which is set to release today, July 13.

    According to media reports, Drake’s “Energy” video presented skillful execution of special effects that helped to morph the rapper into pop icons such as Justin Bieber, Miley Cyrus, Oprah, Kanye West, O.J. Simpson, Rob Ford, President Barack Obama and more. Furthermore, Drake also hosted his own show on Beats 1 radio starting this past Saturday, July 11th, at 6:00pm Eastern.

    As of right now, exclusive access to new releases and content is thought to be one of the key driving factors to Apple Music’s success. As of right now, we’ve had a slew of exclusive content through the service since its launch on June 30 including Pharrell’s single, “Freedom,” an exclusive Beats 1 radio interview with Eminem, a bi-weekly show hosted by Dr. Dre who also granted streaming rights to his album The Chronic, and a deal to stream Taylor Swift’s hit album, 1989.

    We’ll have to see if this tactic will continue to help Apple gain traction in the streaming music space.

    Source: Pitchfork

    Twitter: @AkshayMasand
    2015-07-13 10:33 PM
  2. nancybuckner's Avatar
    I like that video created by apple. It makes me inspired on their video production section of their company.
    2016-02-05 11:07 AM