New in OS X: Get MacRumors Push Notifications on your Mac

Resubscribe Now Close

Apple May Be Producing Exclusive Apple Music Content In-House

Earlier today Apple Music exclusively debuted a new music video from Drake, titled "Energy" from his latest album "If You're Reading This It's Too Late". Previously, Apple has exclusively debuted the music videos for Pharrell's "Freedom" and Eminem's "Phenomenal". These music videos may be developed in-house at Apple, reports Pitchfork.

applemusicdrake
The launch of Apple Music hasn't only included a new radio station, social network, and streaming service. Apple have also started creating their own original content. The company made Drake's amazing "Energy" video in-house, as well as Pharrell's "Freedom" and Eminem's "Phenomenal". Next up: M.I.A.'s "Matahdatah Scroll 01 Broader Than a Border", coming to Apple Music on Monday, July 13.
In addition to M.I.A.'s forthcoming music video, Pitchfork, which is an Apple Music Curation Partner, says rumors indicate that Apple Music has projects in the works with artists like Purity Ring, Diddy and James Bay. However, M.I.A.'s music video has been in the works since before May, when the artist insinuated that her label was holding up her "Matahdatah" music video because of potential controversy around its cultural appropriation of African culture.

Pitchfork claims that when they reached out to Larry Jackson, Apple Music's head of content, for comment he responded with a tweet consisting of a dig at Spotify CEO Daniel Elk's "Oh ok" tweet when Apple Music was announced in addition to the hashtags "Content", "Curation", "Culture" and a link to Drake's music video on Apple Music.

Apple has been trying to secure exclusive content for its new streaming service in an effort to lure customers away from rival services like Spotify and Tidal. That effort continues with Drake, who today announced he'll have a radio show on Beats 1 that'll start on Saturday, July 11 at 6 PM EST.



Top Rated Comments

(View all)

13 months ago
End of the day, this is a bad idea for consumers. Once Spotify starts paying for exclusives, and Vevo starts paying for exclusives, and Google starts paying for exclusives, and the artists behind Tidal make all their work exclusive, and Facebook gets into the ring and starts paying for exclusive, you'll need potentially 6 monthly service charges to access all the music you want because everything will be broken up all over the place.
Rating: 24 Votes
13 months ago
I'm waiting to hear the musical stylings of Jony Ive.



The UI is flat, and the bass is flatter.
Rating: 18 Votes
13 months ago
baby steps before producing TV shows and movies
Rating: 16 Votes
13 months ago
Apple wasn't kidding when they said "all the ways you love music, all in one place".
Rating: 15 Votes
13 months ago
Getting tired of listening to rap/hiphop on Beats One. Feels like the Beats execs have too much say on what is getting played and what will get produced. Would love Apple Music (and not only the "curated" playlists) to be more inclusive of all music genres.
Rating: 13 Votes
13 months ago
Maybe they should fix all the bugs in Apple Music first.
Rating: 11 Votes
13 months ago
I've been reading MacRumors and the forums section for years now, and due to the absolute blithering xenophobic nonsense I've seen on DOZENS of occasions over the past couple weeks, I've had to register just to say this:

The way so many of you are acting is an embarrassment. One standout in this particular thread has been "Benjamin Frost," -- although there are others and I'm just using him as an initial example. Calling all three music videos Apple has released thus far "trash," for instance. I don't see where Em's video could be seen as particularly offensive aside from the fact it's hop-hop, a genre Frost clearly dislikes -- which is well within his right -- but also one he clearly has more deep-seeded issues about. More to the point, calling Pharrell's video "trash" is flat-out disturbing. While Frost may not like the sound, not only is it not offensive, not only is it not even hip-hop, it's a song and video promoting the issue of human rights. Why does Frost angrily lump it in with trash? I have my suspicions.

Meanwhile, this "anti-hip-hop" sentiment has been espoused in various different ways throughout the forum over the last weeks and ever since the Beats Music acquisition. Some literal statements have (give or take a word or so) have been "how DARE Apple align themselves with such people!" And then you have ill-informed, at best, whines such as "So when are they going to start showing love to something else? There is music besides hip-hop and rap." (Sorry Rogifan, I haven't seen enough of your posts to judge you overall, but that is ill-informed and reactionary). What is the complaint here? 2 out of the 3 main featured Beats1 DJs don't even show any preference for hip-hop/rap, and there is TONS of pop, electronica, and other genres represented. Also, even if Rogifan was only focusing on the music videos, it's a ridiculous statement. There's been, what, about ONE WEEK of elapsed time in which Apple has released their music videos? Even so, it's ALREADY been reported they are readying a music video by James Bay, a British singer-songwriter and guitarist. Of course, with nary a logical thought and only to further his ridiculous anti-hip-hop (?) agenda, Benjamin Frost liked this comment.

And then we have the brilliant gem from Pat500000 above, "this is SO NOT LIKE APPLE," which the usual suspects have also liked. Look, whether you're Pat500000 above or anyone else espousing similar views... get over yourselves. Apple is not only for white suburban nerds, and I say that as a white suburban kid myself. If you don't like hip-hop, don't listen to it. But you need to accept that it's not only a good move from a creative/inclusive standpoint to feature it, it's also a smart business move.

If you're railing against Apple for things like Pharrell's "Freedom" video and screaming, "THIS ISN'T MY APPLE!!!," then you know what, you're right. Because your Apple is clearly some warped, ass-backwards company, and that's not what Apple is.

Quit embarrassing yourselves.
Rating: 10 Votes
13 months ago
Music videos will still continue to be one of the most important elements that drive music. Well-made videos showcase the artist's thought process and creativity.

I'd bet that people who use AM will actually end up streaming more music videos since they don't have to go to YouTube to search for it, it will be all in one place.
Rating: 8 Votes
13 months ago

Maybe they should fix all the bugs in Apple Music first.


They should start on iOS first.
Rating: 6 Votes
13 months ago

I've been reading MacRumors and the forums section for years now, and due to the absolute blithering xenophobic nonsense I've seen on DOZENS of occasions over the past couple weeks, I've had to register just to say this:

The way so many of you are acting is an embarrassment. One standout in this particular thread has been "Benjamin Frost," -- although there are others and I'm just using him as an initial example. Calling all three music videos Apple has released thus far "trash," for instance. I don't see where Em's video could be seen as particularly offensive aside from the fact it's hop-hop, a genre Frost clearly dislikes -- which is well within his right -- but also one he clearly has more deep-seeded issues about. More to the point, calling Pharrell's video "trash" is flat-out disturbing. While Frost may not like the sound, not only is it not offensive, not only is it not even hip-hop, it's a song and video promoting the issue of human rights. Why does Frost angrily lump it in with trash? I have my suspicions.

Meanwhile, this "anti-hip-hop" sentiment has been espoused in various different ways throughout the forum over the last weeks and ever since the Beats Music acquisition. Some literal statements have (give or take a word or so) have been "how DARE Apple align themselves with such people!" And then you have ill-informed, at best, whines such as "So when are they going to start showing love to something else? There is music besides hip-hop and rap." (Sorry Rogifan, I haven't seen enough of your posts to judge you overall, but that is ill-informed and reactionary). What is the complaint here? 2 out of the 3 main featured Beats1 DJs don't even show any preference for hip-hop/rap, and there is TONS of pop, electronica, and other genres represented. Also, even if Rogifan was only focusing on the music videos, it's a ridiculous statement. There's been, what, about ONE WEEK of elapsed time in which Apple has released their music videos? Even so, it's ALREADY been reported they are readying a music video by James Bay, a British singer-songwriter and guitarist. Of course, with nary a logical thought and only to further his ridiculous anti-hip-hop (?) agenda, Benjamin Frost liked this comment.

And then we have the brilliant gem from Pat500000 above, "this is SO NOT LIKE APPLE," which the usual suspects have also liked. Look, whether you're Pat500000 above or anyone else espousing similar views... get over yourselves. Apple is not only for white suburban nerds, and I say that as a white suburban kid myself. If you don't like hip-hop, don't listen to it. But you need to accept that it's not only a good move from a creative/inclusive standpoint to feature it, it's also a smart business move.

If you're railing against Apple for things like Pharrell's "Freedom" video and screaming, "THIS ISN'T MY APPLE!!!," then you know what, you're right. Because your Apple is clearly some warped, ass-backwards company, and that's not what Apple is.

Quit embarrassing yourselves.


You've been reading this forum for years and you just joined because of what is being posted in this thread? With all of the other stuff that has been posted here for years this is what pushed you over the edge? Please.
Rating: 6 Votes

[ Read All Comments ]