Apple Music added to its impressive string of exclusives by releasing Endless, a 45-minute “visual album” by Frank Ocean.
The film, which is available now to subscribers of Apple’s streaming music service, is thought to be a tease for an upcoming album by the Grammy-winning singer that could be released this weekend.
— Apple Music (@AppleMusic) August 19, 2016
The album will be the first Ocean has dropped since 2012’s Channel Orange.
Scoring it as an apparent Apple Music exclusive is yet another coup for Cupertino in its battle against rival streaming music services like Spotify. Other recent Apple Music exclusives have included Drake’s fourth studio album, Views, while later this month we will see Britney Spears’ first new album since 2013, Glory, arrive on the service.
Apple has also been pushing into video exclusives such as James Corden’s Carpool Karaoke and a documentary about hip-hop label Cash Money Records, as reported earlier this week.
During Tim Cook’s recent interview with the Washington Post, the Apple CEO played up the video strategy.
“We are producing some original content on video,” Cook said. “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.”
Via: Access Hollywood