Apple Inc. has excellent strategies – so, it didn’t come as a surprise when I read that Apple financed Drake’s Hotline Bling Video.
According to Recode, Apple financed the video and made it an exclusive on Apple Music before it found its way to other platforms.
What is Apple’s business financing Drake’s music video? Drake originally signed a deal with Apple last year to distribute his upcoming album due on the 16th of April through Apple Music and the financing of music videos like “Hotline Bling” was part of the deal.
Apple’s strategy is to further grow its subscriber base (Which is at 11 million) through paid exclusives just like the way Kanye’s album is exclusive to Tidal. Apple also wants to venture into original video production and has started with a 30-minute episode of Vital Signs, a new TV show about Dr. Dre.
Will this yield results? Of course! An example is how Tidal quickly claimed the No. 1 spot on Apple’s App Store after the launch of Kanye West’s album.
So is Apple going the TV shows path full time? Maybe – Maybe not, we just need to wait and see.
By the way, I can see some similarities between Tim Cook and Drake’s dance.