Apple Music certainly does likes exclusives and is willing to open its checkbook to get them. A new deal with hip hop powerhouse Cash Money Records, which will officially begin with a documentary about the label, is the latest in a growing list.
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“It’s official… Cash Money makes a power move with Apple Music,’ Cash Money Records founder Bryan “Birdman” Williams announced on Instagram over the weekend. The post included a photo with Apple Music executive Larry Jackson, which Jackson also posted to his Instagram account.
The Cash Money roster includes Nicki Minaj, Lil Wayne, and Drake, who already has a deal with Apple Music.
Under the agreement Apple will produce a documentary about the Universal imprint and it’s founder. But while it’s likely that the relationship will net more Drake-like exclusives for Apple Music, it also appears to be part of a shift to producing new content that in controls well beyond the usual windowed exclusive release.