Apple Is Going to Make a Documentary With Drake's Record Label


Bloomberg:

Cash Money is home to Lil Wayne, Nicki Minaj and Drake, with whom Apple already has an exclusive deal. Co-founder Bryan Williams, who performs under the stage name Birdman, posted a picture to his Instagram account on Tuesday alongside Larry Jackson, the head of Apple's original music content, with both executives holding their chins pensively. The photo celebrated Apple agreeing to fund a documentary for the label, according to people familiar with the deal. It is not, as many had speculated after the photo, an agreement to secure all of Cash Money's new albums exclusively, the people said.
Apple keeps building original TV content, but seems to have specific goals rather than a larger plan. By producing content with musicians, Apple is building relationships while offering exclusive content for Apple Music. This content, I assume Apple hopes, will help drive subscriptions and foster future exclusives.