Drake and Apple are taking their relationship to the next level. The tech giant, which exclusively released Drake’s latest album, Views, in May, and is said to have a $19 million broad-scale deal with the rapper, is now reportedly funding a documentary about his label, Cash Money Records. Founded by brothers Bryan ‘Birdman’ Williams and Ronald ‘Slim’ Williams in 1991, Cash Money is home to some of the most successful hip hop artists today, including Lil Wayne, Nicki Minaj, Tyga, and DJ Khaled.
When Bryan Williams posted an Instagram picture alongside Apple’s head of original music content, Larry Jackson, yesterday, many speculated that an exclusive music relationship was in the works. Williams even linked to a story in his caption from Music Business Worldwide stating that the partnership would likely “entail some kind of exclusivity guarantee.” However, Bloomberg was first to report that it was actually a nod to Apple’s next original programming venture.
Apple’s current efforts in content production have thus far revolved around bolstering its existing services, including Apple Music and the App Store, and the forthcoming Cash Money documentary seems to be in line with this strategy.
Most recently, Apple announced that it had tapped Gwyneth Paltrow and Gary Vaynerchuk to serve as judges on its reality competition series to find the next great mobile app, Planet Of The Apps. The company also announced that its Apple Music service would be the first-run home for the series adaptation of Carpool Karaoke, which is best known as a segment on CBS’ The Late Late Show With James Corden. Finally, Apple is said to be working on its first scripted project, a six-episode drama called Vital Signs starring Apple exec — and hip hop legend — Dr. Dre.