Apple and Drake have had a friendly relationship since the announcement of Apple Music, with the artist appearing at Apple's Worldwide Developers Conference to help introduce the service. Apple also produced the music video for the rapper's song "Energy" with its in-house production team. More recently, Drake's collaboration with Future, "Jumpman," was used for Taylor Swift's Apple Music ad.
In August, Quartz found that Drake was the second most played artist on Apple Music. Apple Music has increasingly turned to popular music artists in an effort to differentiate it from competitors. Artists like DJ Khaled have been given radio shows on Beats 1 while others, like Taylor Swift, have given the service exclusives, like Swift's music documentary on her 1989 world tour.