Friday, April 21, 2017

Apple Music launches scheme for championing ‘developing artists’ | UNLIMITED | CMU

Apple Music

Apple Music has announced a new scheme to big up some of those new artists you all like. Called Up Next, developing acts selected to participate will get a whole load of marketing, content and playlist support from the tech firm’s streaming platform.

The special content created around Up Next acts includes a documentary, an EP, a live session, some Beats 1 gubbins, and an appearance on ‘The Late Late Show With James Corden’, which is a partner on the programme. Apple says that once the content is in the bag it will use “all of its resources to give [the artist’s] music visibility to new audiences”.

Quite how you define ‘developing act’ is, of course, debatable, and first Up Next artist 6lack is already signed to Universal’s Interscope and scoring impressive streams for current single ‘PRBLMS’. Though Apple says that its music team have been backing 6lack for sometime already, including before Interscope’s involvement.


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