In a recent development on the world of music streaming, it has surfaced that Apple is now producing music videos for exclusive Apple Music artists.
Pitchfork has reported that the music videos for Pharrell William’s ‘Freedom’, Drake’s ‘Energy’ and Eminem’s ‘Phenomenal’ were all made by Apple content studios. Artists who have been key in helping with the launch of Apple Music will see more benefits from teaming up with the tech giant. It seems high budget music video production could be a form of compensation for their efforts. Both Pharrell and Drake have their own radio shows on Apple’s Beats 1 international station.
Purity Ring, Diddy and James Bay are allegedly getting the special treatment too. Another Apple Music exclusive from ‘M.I.A’, launching on Monday is also rumoured to feature a music video produced entirely by Apple’s internal team.
Responding to an online jab from Spotify’s CEO, head of Apple Music content Larry Jackson responded by tweeting ‘Oh Ok’.
Oh ok. 👊🏾😉 http://t.co/OnIBvlvfqT #AppleMusicBreaksTheInternet #Content #Culture #Curation #EnergyVideoOnConnect
— Larry Jackson (@LarryJackson) July 10, 2015
The news has sparked speculation that Apple will expand its endeavour with an updated version of Apple TV expected later this year. Many are wondering whether Apple will follow Netflix and Amazon in creating original TV series for its service.