Just yesterday Birdman took to Instagram to announce his latest partnership: not only is Cash Money teaming up with VFILES for a pop-up shop this week, but the Birdmad-led record label has signed a deal with Apple Music as well. Details of the deal were originally next to nil, so many speculated that artists like Lil Wayne, Nicki Minaj — who’s actually one of the original members of TIDAL’s so-called “artist-owned coalition” — and Tyga could end up dropping projects exclusively on Apple’s streaming music platform. However, some concrete details regarding the Cash Money x Apple partnership have finally surfaced.
The Apple’s signing of Cash Money actually has nothing to do with exclusive music releases at all. According to Bloomberg, instead of exclusive albums and singles, the deal apparently centers around a documentary about the label and would mark Apple Music’s latest foray into exclusive video production — Apple previously helmed Drake’s “Hotline Bling” music video, dropped a commercial of Taylor Swift rapping along to Drizzy and Future’s “Jumpman,” and also teamed up with Swift for a documentary about her 1989 tour. Apple’s also hard at work on a new rendition of James Corden’s “Carpool Karaoke” segment, a Dr. Dre-led scripted series, and a reality show dubbed Planet of the Apps.