Rap Life will feature “the most exciting new hip-hop, hand-picked by Apple Music’s editorial curators”.
The rebranded playlist will be updated daily and will be overseen by Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B.
Apple Music rival Spotify’s influential RapCaviar playlist currently has over 11.7 million followers.
In addition to the launch of the rebranded, global playlist, Apple Music’s 24/7 radio station Beats 1 will soon launch a Rap Life show centered around the playlist and featuring music and discussions around hip-hop.
The signature playlist art for Rap Life will also feature a different artist each week, which Apple says will be timed to new releases from “marquee artists”.
Rap Life launches today (July 19) with inaugural cover star J. Cole and will feature a different rapper from Dreamville Records throughout the week.
“Apple Music has worked to uplift Hip-Hop and has earned the respect of the artists and the fans worldwide, so now we going to keep pushing the culture forward with Rap Life.”
Ebro Darden, Apple Music
Apple Music Global Editorial Head of Hip-Hop and R&B Ebro Darden said: ”Apple Music has worked to uplift Hip-Hop and has earned the respect of the artists and the fans worldwide, so now we going to keep pushing the culture forward with Rap Life.
“The playlist was A-List HipHop, but we flipped it to dig deeper into into the lifestyle…. pay attention!”Music Business Worldwide