Spotify rival Apple Music has launched a multi-faceted Rihanna campaign ahead of the superstar artist’s Super Bowl LVII Halftime Show on Sunday, February 12.
Coinciding with the launch of the campaign, dubbed Rihanna’s Road to Halftime, starting Monday (January 30), Apple Music subscribers can access Rihanna’s songs with Spatial Audio in Dolby Atmos.
Apple Music struck a multiyear partnership with the NFL for the Super Bowl Halftime Show, described in the announcement in September as “the most-watched musical performance of the year”.
Rihanna was revealed as the Half Time show performer in September, with the official trailer released on January 13.
In addition to the news of Rihanna’s music arriving in Spatial Audio on the platform, Apple Music Radio says that host Nadeska Alexis will interview Rihanna at the Super Bowl LVII Halftime Show Press Conference on February 9, 2023, available to view live or watch on demand via Apple Music, or social media platforms.
Meanwhile, Apple Music Radio will also host special exclusive programming including ‘Halftime Hype Radio’ a 10-part series “reflecting on some of the most notable Super Bowl Halftime performances of all time” and Rihanna Revisited Radio, an eight-episode roundtable “exploring the cultural impact” of the singer’s catalog.
Apple Music’s recently launched ‘Sing’ karaoke feature is also included as part of the campaign announcement, which the streaming service says will allow fans “to take the mic on their favorite Rihanna songs to hit those solos, perform duets, sing backup, and more on all compatible iPhone and iPad models as well as the new Apple TV 4K”.
Rolled out in December, the feature lets Apple Music users sing along to songs with adjustable vocals and real-time lyrics.
Apple Music rolled out Spatial Audio with support for Dolby Atmos in June 2021, free for all subscribers.
Earlier this month, the platform revealed that over 80% of the platform’s worldwide subscribers enjoyed the feature in just over a year since its launch.
“We are excited to celebrate Rihanna, and give her fans a new way to experience her music with Spatial Audio, as well as exclusive content from Apple Music.”
Oliver Schusser, Apple’s Vice President of Apple Music and Beats, said: “Rihanna is one of the most prolific artists of our time, and we, along with her many fans across the globe, cannot wait to see her take the stage at the first Apple Music Super Bowl Halftime Show.
“We are excited to celebrate Rihanna, and give her fans a new way to experience her music with Spatial Audio, as well as exclusive content from Apple Music.”Music Business Worldwide
