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In an interesting development, Pitchfork reports that Apple is making music videos for artists in-house. It claims the music videos for Pharrell William’s ‘Freedom’, Drake’s ‘Energy’ and Eminem’s ‘Phenomenal’ were all made by Apple content studios. These artists have certainly helped with the Apple Music launch (with both Pharrell and Drake having their own radio show on Beats 1) so it wouldn’t be out of the question that Apple is ‘compensating’ them with produced music videos. It certainly seems like a good way of brokering a deal for music exclusivity.

Of course, the idea of Apple content creation is weird — especially in such a niche area of music videos. Pitchfork is adamant however and says that Apple is working with more artists including Purity Ring, Diddy and James Bay. Another Apple Music exclusive launching on Monday from ‘M.I.A’ is also said to feature a music video been produced entirely by Apple’s internal team.

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Meanwhile Larry Jackson, who leads Apple Music content according to Pitchfork, has responded to Spotify CEO’s jab with a ‘Oh ok.’ tweet of his own.

Whether Apple will start making other types of original content is yet to be seen. With a refreshed Apple TV and internet television service expected later in the year, many are wondering whether Apple will follow Netflix and Amazon in creating original TV series for its service. The fact that Apple is making music videos suggests that bigger scale projects — like TV shows — are actually a real possibility.

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