The Apple-owned Beats brand has become the second company (after Fox Studios) to sponsor a Snapchat lens, with a one-day-only Black Friday deal that lets you animate your face bopping along in time to rapper Drake’s new song “Big Rings.”
Drake showed himself to be smarter than many musicians (or at least to have better advisers) when he ducked out on the opportunity to be part of Jay Z’s Tidal debacle and instead went full-bore with representing Apple Music.
From posing with his Apple Watch Edition and rocking a sweet vintage Apple jacket at the Worldwide Developers Conference, to having his own show on Beats 1, Drake’s about as Cupertino as it gets these days. And according to the new track he dropped over the weekend, he’s more than happy about it — even if he’s still “got love” for the folks at Tidal.
Apple is getting one step closer to becoming its own record label by creating its own artistic content — having recently produced in-house music videos for top-name artists such as Drake, Eminem and Pharrell. The videos — which include Em’s “Phenomonal” and Pharrell’s “Happy” — debuted on Apple Music. Future artists Apple will reportedly be producing videos for include M.I.A., Purity Ring, Diddy and James Bay.
Beats 1 already boasts a superstar cast of DJ’s but they’re about to get a new pair of hosts in the form of rap group, Run the Jewels.
Killer Mike and El-P are set to take over Beats 1 every Friday at 6PM PT for their very own show called “WRTJ.” The show will follow the duo as they complete the Run the Jewel world tour and talk about music, as well as the merits of unicorns and dragons.