Apple might be making exclusive Apple Music content in-house
Saturday, July 11, 2015 at 5:51PM 
Very recently, Drake just unveiled an Apple Music-exclusive video for his new song "Energy," which is off his If You're Reading This It's Too Late album. According to Pitchfork, the new video was reportedly made in-house, which was also the case with music videos for other exclusive debuts like Pharrell's "Freedom" and Eminem's "Phenomenal." Apple is reportedly working on M.I.A.'s "Matahdatah Scroll 01 Broader Than a Border," which should come out on July 13, Monday.
Pitchfork said when they tried to reach out to Larry Jackson, head of content for Apple Music, he responded with a tweet that had the hashtags Content, Culture, Curation, and a link to the video. It also took a dig at Spotify CEO's "Oh ok" tweet that came out when Apple Music debuted. It would make sense for Apple to try and make exclusive content. First, they have the budget and means for it. Second, it would help them lure more people to use their service instead of the likes of Spotify and Tidal.
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