The music video for Drake’s Hotline Bling was not only released exclusively by Apple’s streaming service – it was also financed by the technology giant, it has been claimed.
The hit that resulted in more memes than we can remember as well as a dubbed “cover” by Barack Obama and dancing by Donald Trump and Channel 4′s Jon Snow was Apple’s debut in its original programming plans, reports Recode.
The technology news site pointed out that Apple made a bit more of a fuss about spending money on Taylor Swift’s 1989 World Tour Live but claimed it is not making too much noise about stuff including Drake’s video because it is more focused on the advertising revenue.
The report comes soon after The Hollywood Reporter claimed Apple is making its first original television show – a six-part series about rapper, producer and Apple employee Dr Dre.
Peter Kafka, of Recode, said: “So, again: Is Apple really getting into the TV business? Yes. But also, not really.
“The real answer is more modest: Apple has already been financing video content it uses to market Apple Music – “to extend Apple Music,” in the words of an insider. And it’s doing that with the Dre show. Full stop.”
The claims have not been confirmed or denied by Apple.