The music of today’s most popular musicians can be found on almost every major online radio website to date. These sites include Spotify, iHeartRadio, Itunes Radio, and the upcoming Itunes Connect. Artists are inclined to distribute their music to these companies to get their name out there; however, a few of the biggest names in hip hop music have taken it to the next level.
Aubrey “Drake” Graham recently partnered with Apple to promote his new album and Apple’s new service called Connect. Connect is a similar service to Spotify and will offer users “a closer look at [the artist’s] work, inspirations, and world.” Drake seems to be the face of this new Apple Connect, as he will be releasing his upcoming album via this service. Drake will be walking away with a whopping $19 million from the deal.
Shawn “Jay Z” Carter took a similar approach to releasing his album Magna Carta Holy Grail back in 2013. He landed a deal with Samsung for $20 million. Together, they released an app that was only available to Samsung Smartphone owners. The app allowed users to purchase and listen to Jay Z’s album a few days before it was released to the rest of the public.
In this day and age, few people buy music when they can stream it for free. Advertising in the music business is also following this trend. Big companies like Apple and Samsung are partnering with big names in the industry for cross-promotion, similar to how Nike partners with professional athletes. I believe that Apple isn’t too late to throw their hat in the ring with Connect. They are almost guaranteed success with the partnership with Drake, seeing as how every song on his last mixtape made it onto Billboard’s Top 50 Hot R&B/Hip-Hop Songs. I’m excited to see how this new service compares to the current competitors.