Apple Working with Artists to Produce Music Videos ➝

Amy Phillips, writing for Pitchfork:

The launch of Apple Music hasn’t only included a new radio station, social network, and streaming service. Apple have also started creating their own original content. The company made Drake’s amazing “Energy” video in-house, as well as Pharrell’s “Freedom” and Eminem’s “Phenomenal”. Next up: M.I.A.’s “Matahdatah Scroll 01 Broader Than a Border”, coming to Apple Music on Monday, July 13.

At want point are we going to start thinking of Apple as less of a distribution channel and more of a record company?

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