Apple has released a trailer for its upcoming documentary The Cash Money Story about popular hip hop record label Cash Money Records, which will be available exclusively on Apple Music.
The story of the label which introduced hip hop fans to Lil Wayne, Nicki Minaj, Young Money and Birdman, the documentary was teased earlier this week by Cash Money co-founder Birdman, who said he had struck a “power move” deal with Apple.
— Apple Music (@AppleMusic) August 19, 2016
The documentary is the latest in a series of hip hop-related music projects Apple has been involved with. Previously, the company produced Drake’s video for “One Dance,” Eminem’s “Phenomenal,” and Pharrell’s “Happy” — all of which debuted on Apple Music. Earlier today, it also debuted a 45-minute “visual album” from Grammy-winning artist Frank Ocean.
While hip hop certainly doesn’t strike me as Tim Cook’s favorite type of music, Apple has embraced the genre since its Beats acquisition, which brought former NWA-rapper Dr. Dre to the company as “hip hop’s first billionaire.”
Beats-1 has also been heavily skewed toward hip hop, as Apple tries to bring in a younger audience — perhaps different to the one it usually appeals to.
In terms of the content of The Cash Money Story, it looks much like you would expect: a slickly-produced rap documentary with plenty of archival footage of Birdman and crew. While it won’t appeal to everyone, it’s certainly something I can see being embraced by a large number of users — and possibly helping steal a few of Jay Z’s Tidal subscribers in the process!