Apple not only exclusively released Drake's 'Hotline Bling' music video - it financed it too

The music service must have seen meme potential a-plenty

Jacob Stolworthy
Tuesday 16 February 2016 13:51
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Drake dancing to Hotline Bling
Drake dancing to Hotline Bling

It has emerged that Apple didn't just release Drake's "Hotline Bling" exclusively through its streaming service - it financed the music video also.

The Drake song's popularity sky-rocketed following its release last October, the Apple Music video becoming quite the cultural sensation.

From the 2016 presidential election to Channel 4 News presenter Jon Snow, the rapper's dance moves have been emulated the world over in varying forms.

Apple is attempting to branch out into the direction of original programming. As well as previously investing in Taylor Swift's 1989 World Tour Live, The Hollywood Reporter announced that the service is set to produce a six-part TV series focusing on its Beats co-founder Dr. Dre named Vital Signs.

Whether the series will pave the way for as many memes as "Hotline Bling," we're not so sure.

Apple Music currently has over 11 million subscribers. Last night (15 February), Kanye West stated via Twitter that his new record The Life of Pablo would never be released through Apple Music - only on Jay-Z's rival streaming service Tidal.

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