What is Apple Music?
To some, it’s an on-demand subscription audio (and video) streaming service in the mould of market leader Spotify.
To others, it’s a radio platform, hosting live personality-led shows from the likes of Zane Lowe, Josh Homme, Elton John and Drake.
But never before has Apple Music been considered a live concert promoter – until now.
Drake has just announced a run of 32 live shows which the Canadian rapper will co-headline with Future – his collaborator on the Billboard 200-topping mixtape What A Time To Be Alive.
The Summer Sixteen tour was announced on social media today (April 25) with a poster showing that the event will be presented by ‘Apple Music and Them Boys Up To Something’.
In reality, Apple Music is more likely to be a financing and marketing partner than an active promoter, but its involvement in the live tour is something of a first for streaming music companies.
(Although TIDAL has previously backed live performances from its superstar friends, it hasn’t attempted anything on this scale.)
Drake and Future’s Summer Sixteen tour will see the duo plus special guests DVSN and Roy Woods play 32 North American dates in the US and Canada across July, August and September.
Them Boys Up To Something appears to be a lyrical reference to Drake and Future track Jumpman.
Drake was rumoured to have signed a $19m deal with Apple Music before its launch in June last year, tying him into a series of exclusive commitments.
The star’s label, OVO Sound, has its own weekly radio show on Apple‘s Beats 1.
Meanwhile, Apple funded the video for Hotline Bling – Drake’s biggest hit single to date.
Drake’s new album, Views From the 6, will be released as a week-long Apple Music exclusive this Friday (April 29) – the same day tickets go on sale for Summer Sixteen.
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