Apple has been quietly funding videos and tour docs for some of pop music’s biggest stars including Taylor Swift, The Weeknd, M.I.A. and Drake—all with the aim of winning exclusive content for Apple Music.
It is part of the streaming wars where some of today’s top-selling and highest income-earning artists can create bidding wars that help sell subscriptions, better themselves and create a confusing dilemma for fans who find the exclusive windows don’t always correspond with the subscription services they have paid lofty fees to join.
Should labels welcome or be wary of this level of involvement with artists and their rights? And where is Apple going next with this strategy? – Rolling Stone