According to a report from Pitchfork, Apple may be producing exclusive Apple Music content in-house.
Yesterday, Apple Music exclusively debuted a new music video from Drake, titled “Energy” from his latest album. Previously, Apple exclusively debuted music videos for Pharrell and Eminem. The report notes that Apple Music has projects in the work with artists like James Bay, Diddy, and Purity Ring.
“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.”
Apple has been trying to secure exclusive content from top artists for its new streaming music service in an effort to lure customers away from competitors, like Spotify. Drake has played a big role in Apple Music since its launch, and that effort continues with Drake’s newly announced Beats 1 radio show which will begin on Saturday, July 11 at 6PM EST.