Drake’s “Hotline Bling” Video Was Financed by Apple Music

Last Friday the Hollywood Reporter broke the news that Apple is making its own TV show, Vital Sign, a six-episode series starring Dr. Dre, who, by the way, was the creative mind behind it. Considering that sources have spoken about a show with a heavy accent on sex and violence, it cast doubts on Apple’s choice for an entry into the Internet-based television market.

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Peter Kafka of Re/code has asked his sources to reveal more about this doubtful foray. As it turns out, the answer is much more “modest”. So, while Apple does want to get into the TV business, the Vital Signs show isn’t the first step: this will be video content financed by Apple to market Apple Music.

The real answer is more modest: Apple has already been financing video content it uses to market Apple Music — “to extend Apple Music,” in the words of an insider. And it’s doing that with the Dre show. Full stop.

Vital Signs isn’t the first video content financed by Apple with the aim of attracting Apple Music buyers. Perhaps you recall Taylor Swift’s concert movie that launched exclusively on Apple Music . . . well, it was financed by Apple, as was Drake’s “Hotline Bling” video, another Apple Music exclusive.