2023 Author: Gordon Kinson | [email protected]. Last modified: 2023-11-26 08:36
As you know, Cupertinians do not spare funds to promote their music service. In particular, they are interested in the possibility of receiving unique content from musicians, distributed exclusively through Apple Music. Reporters from the reputable music publication Rolling Stone talked with the director of content for the music service Larry Jackson and found out how Apple works with record companies and why it needs it.
According to Jackson, he was deeply impressed by his collaboration with Interscope Records founder Jimmy Iovine (who is also an Apple employee after purchasing Beats - ed.). It was Jackson who once signed a contract for Interscope Records with the singer Lana Del Rey, previously known only on the Web. Since the artist was created "for the Internet and for the Internet," he proposed to abandon her promotion on the radio and instead invest in filming a video.
“We thought, damn it, let's just make a movie. This is why the video for “National Anthem” (Lana Del Rey's song - ed.) Is eight minutes long,”Jackson said. Without any singles or radio airplay, "Born to Die" debuted at number two on Billboard and went platinum. It was then that he realized in which direction to move.
Notably, Tim Cook also has a say in the original Apple Music content. For example, he is directly involved in the music video for the MIA singer for the song "Borders", which is sponsored by Apple.
Of course, Larry Jackson isn't the only one concerned about the fate of Apple Music. According to Iovine, Apple wants to create a place where artists can "do their own thing." An example is the fresh "Coloring Book" mixtape from American rapper Chance the Rapper, recently released exclusively for Apple Music. Currently, the artist is not bound by a contract with any label, so the Cupertinians worked with him directly.
ON THE TOPIC: How to listen and download any music on iPhone, iPad and Mac for 45 rubles per month.
However, not everything went according to plan, Iovine admitted. Sometimes artists suddenly change their minds, as happened with Kanye West's The Life of Pablo. Apple intended to get exclusive rights to the record, but at the last minute West suddenly changed his mind and went over to Jay Z and Tidal. “As a result, he wanted to work with his friends. It's very simple,”Iovine said. Despite West's claims that his album would never appear on Apple Music, "The Life of Pablo" eventually became available to users of Apple's music service.
Record companies support Apple's commitment to working with and for artists. The CEO of Republic Records (working with Weeknd and Ariana Grande) Monte Lipman noted that Cupertinians provide artists and labels with "progressive opportunities." “Apple is sexy. They are ready to do what no one has done before,”Lipman said.
According to Jackson, the Cupertinians' goal is for Apple Music to become a place where "everything about pop culture meets."
At WWDC 2016, Apple's senior vice president of software, Eddie Cue, announced that Apple Music's paid subscribers have reached 15 million. This means that Cupertinos have enough resources to conclude contracts for exclusive content, and with Larry Jackson as director of content they will definitely do it.
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