We can all agree that Drake has quickly risen to become one of the biggest music artists of our time.
His long-awaited new album, Views, was released on April 29th. However, the album was only available on Apple Music for the first week of its release.
By: Sarah Sarwari
We can all agree that Drake has quickly risen to become one of the biggest music artists of our time.
His long-awaited new album, Views, was released on April 29th. However, the album was only available on Apple Music for the first week of its release.
Drake reportedly signed a $19 million deal with Apple last year, and has been working closely with the brand ever since. He even helped pitch Apple Music during the company’s 2015 Worldwide Developer’s Conference.
It is no surprise that Apple Music chose Drake to release music exclusively on their platform. Three of Drake’s albums, Take Care (2011), Nothing Was the Same (2013) and If You’re Reading This It’s Too Late (2015) went platinum. His latest album, If You’re Reading This It’s Too Late, set a streaming record on Spotify.
This is a great internet marketing technique to help Apple gain subscribers. However, Apple’s exclusive rights to Drake’s new album will end after just seven days.
There’s no question that the overall market for streaming services has become increasingly saturated in recent years. With more competitors popping up as time goes on, brands need to find ways to differentiate themselves and stand out among the crowd.
Other social media platforms, such as Snapchat and Twitter, have promoted the release of Views as well. Snapchat featured a filter sponsored by Apple, including the Apple Music logo and Drake’s name, along with the words “My Views.” The social app also featured a Live Snapchat Story covering the release of the new album. Additionally, Twitter had several posts on their Moments feature as their way of promoting Views to its users.
Clearly, the release of Drake’s newest album is a pretty big deal. How do you feel about his way of marketing his latest release through music streaming platforms and social apps? Let us know in the comments below!
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