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Apple reportedly creating original music videos for artists in bid for Apple Music exclusivity.

By Marcus Wong - on 13 Jul 2015, 11:58am

Apple reportedly creating original music videos for artists in bid for Apple Music exclusivity.

According to a report on Pitchfork.com, Apple’s production team created the video for Drake’s latest song “Energy” in-house, and have worked with artistes like Pharrell and Eminem on “Freedom” and “Phenomenal”, and are set to work with M.I.A on her video for “Matahdatah Scroll 01 Broader Than a Border", which is set to launch on Apple Music today.

“Freedom” and “Phenomenal” are both Apple Music exclusives, and “Energy” in particular has been lauded for the skillful execution of visual effects which see the rapper morph into headline makers like Justin Beiber, Miley Cyrus, Oprah and more.

Drake also announced that he will be hosting his own Beats 1 radio show, and it seems that exclusive access is going to be key to Apple Music’s success. As it is, the service has already scored an exclusive Beats 1 interview with Eminem, announced a bi-weekly show hosted by Dr Dre, and has a deal to stream Taylor Swift’s hit album 1989.

Perhaps in response to Spotify founder and CEO Daniel Ek’s earlier tweet, here’s what Larry Jackson, Apple Music’s head of content had to say when asked to comment about the rumored project with M.I.A.

Seems like the music streaming wars are officially on!

Sources: Apple Insider, Mashable, Pitchfork.com

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