Apple finances music videos to help secure exclusivity deals


Apple is helping to fund the music videos of artists and bands, as part of its plan to gain exclusives for its streaming music service. Executives from both Apple and elsewhere in the industry advised to a report the iPhone producer has helped finance musical projects, including Drake’s Hotline Bling and MIA’s Borders videos, to not only get content for its subscribers not available anywhere else, but also to make Apple Music a more attractive place to be, in a similar vein to MTV in the 1990’s.

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