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Apple Music throwing its weight (and money) behind artists in quest for success

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Apple Music throwing its weight (and money) behind artists in quest for success

In the quest for success in the streaming music wars, Apple Music is throwing its weight and money behind artist relationships. Not only has this entailed its fair share of exclusive albums, but Apple Music execs are also throwing the company’s weight behind producing music videos, concert documentaries and more. And according to a new report from Rolling Stone, this is all part of a calculated strategy involving everyone from Tim Cook to Jimmy Iovine and Apple Music’s original content chief Larry Jackson.

From Rolling Stone:

With Larry Jackson signing deals from his perch at the SoHo House restaurant in Los Angeles, Apple has funded Eminem’s “Phenomenal” video and built partnerships with the likes of Keith Richards, the Black Eyed Peas and Selena Gomez. He also cut the deal to produce Taylor Swift’s The 1989 World Tour film. Swift says that she and Jackson “brainstormed together, made plans together, edited together.” The relationship extended to an ad that featured Swift rapp…

Within the quest for success in the streaming track wars, Apple Music is throwing its weight and cash behind artist relationships. Now not handiest has this entailed its justifiable share of unique albums, however Apple Music pros also are throwing the corporate's weight behind generating track movies, live performance documentaries and extra. And consistent with a brand new record from Rolling Stone, that is all a part of a calculated technique involving everybody from Tim Prepare dinner to Jimmy Iovine and Apple Music's unique content material leader Larry Jackson.

From Rolling Stone:

With Larry Jackson signing offers from his perch on the SoHo Space eating place in Los Angeles, Apple has funded Eminem's "Extra special" video and constructed partnerships with the likes of Keith Richards, the Black Eyed Peas and Selena Gomez. He additionally reduce the deal to supply Taylor Swift's The 1989 Global Excursion movie. Swift says that she and Jackson "brainstormed in combination, made plans in combination, edited in combination." The connection prolonged to an advert that featured Swift rapping alongside to the Drake-Long run hit "Jumpman." ("Jumpman" gross sales higher 431% in consequence.)

This content-focused way has additionally ended in timed unique releases with artists like Drake and Probability the Rapper in a bid to boost Apple Music's profile amongst now not most effective streamers, however artists as smartly.

Whether or not Apple Music has what it takes to surpass the enormous in the room, Spotify, is still noticed. On the other hand, the carrier has controlled to take off with a fiery get started, having racked up 15 million paid subscribers in comparison to Spotify's 30 million. Whilst artist exclusives have not been a lot of a boon for some other streaming participant, Tidal, most likely Apple's logo cachet may just lend extra weight to the method.

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