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

Jeremy1026 Avatar
76 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.
Score: 24 Votes (Like | Disagree)
AngerDanger Avatar
76 months ago
I'm waiting to hear the musical stylings of Jony Ive.



The UI is flat, and the bass is flatter.
Score: 18 Votes (Like | Disagree)
farewelwilliams Avatar
76 months ago
baby steps before producing TV shows and movies
Score: 16 Votes (Like | Disagree)
Paradoxally Avatar
76 months ago
Apple wasn't kidding when they said "all the ways you love music, all in one place".
Score: 15 Votes (Like | Disagree)
cloudness Avatar
76 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.
Score: 13 Votes (Like | Disagree)
yg17 Avatar
76 months ago
Maybe they should fix all the bugs in Apple Music first.
Score: 11 Votes (Like | Disagree)

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