In its quest for more exclusive music content, Apple Music has signed an agreement with Cash Money Records: the record label which brought fan Lil Wayne, Nicki Minaj, Young Money and Birdman.
According to the deal, which was described as a “power move” by co-founder Birdman on his Instagram, Apple will produce a documentary about the label — set to air exclusively on Apple Music.
The move comes not long after Cash Money artist Drake made his album Views an Apple exclusive: resulting in sales of 1 million copies in just five days, with more than 600,000 of those coming within the first 24 hours of the record’s availability.
The terms of the new deal with Cash Money aren’t known, but it’s certainly interesting to see Apple venture one step further into video production. The company previously produced Drake’s video for “One Dance,” Eminem’s “Phenomenal,” and Pharrell’s “Happy” — all of which debuted on Apple Music. Apple is also behind a new show called The Planet of the Apps, designed to seek out the United States’ best up-and-coming app developers.
Pushing Apple further into video production started back in 2013, when the company made the decision to bring more of its advertising in-house by hiring multiple employees from Media Arts Lab, the division of ad agency TBWA that created work exclusively for Apple.
During his in-depth interview with the Washington Post published this past weekend, Tim Cook noted that: “We are producing some original content on video. We started that with a concert kind of video with Taylor Swift. We’ve got “Planet of the Apps,” kind of a cool show. We’ve got a few things that are focused on Apple Music. We do view that the future of TV is apps. And if there’s a way we can be a catalyst into that happening faster or better, then that would interest us in content.”
We can say one thing for sure: it’s certainly a good selling point to draw hip-hop fans away from Spotify!