Musician Drake today debuted a 23-minute visual companion to his most recent album "Views," exclusively on Apple Music (via Billboard). Titled "Please Forgive Me," the short film follows Drake and his girlfriend in the video (Belgian model Fanny Neguesha) as they attempt to make off with a wealthy man's fortune. From Views, the songs "One Dance," "Controlla," "9," "Views," and more are featured.
Recently, Apple began preparing to bolster its video content on Apple Music through the purchase of Carpool Karaoke, and the creation of original programming like Dr. Dre's Vital Signs and the reality competition series Planet of the Apps. Apple iTunes chief Eddy Cue has said Apple is "not trying to create original TV shows" to become a Netflix or Amazon Video competitor, but will "help" producers on projects that are designed to promote its existing products.
On the music side of the service, Apple's collection of streaming exclusives has come under fire from labels and music industry critics. Specifically, Universal Music Group CEO Lucian Grainge has prohibited the practice of exclusive music streaming moving forward, meaning popular artists like Kendrick Lamar, Taylor Swift, and The Weeknd could all be removed from future Apple Music exclusivity deals since they each belong to various UMG labels.