In what appears to be a supplement to his upcoming “Boys Don’t Cry” album, Frank Ocean today has released a new visual album “Endless” exclusively to Apple Music. It was originally reported that “Boys Don’t Cry” would drop two weeks ago on Apple Music, but as has been the case many times throughout the wait for the album, it didn’t actually release. Instead, we have a visual album.
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According to an Apple Music representative speaking to Pitchfork, the “Endless” visual album is just the start of Frank Ocean content coming to Apple Music. “Keep an eye out this weekend for more from Frank,” the representative said.
Late Thursday night, Ocean began a live stream video on his website, appearing to tease the album. In the upper right corner of the video was an Apple Music logo, which is something we’ve seen in the past from artists with whom Apple has partnered. That video is now available to stream on Apple Music.
Ocean’s new album will be a follow-up to his massively successful 2012 offering, “Channel Orange.” That album was nominated for 6 Grammy Awards and widely praised by critics and fans alike. So much so that a follow-up has been one of the most highly-anticapted albums over the last 4 years.
Apple securing exclusive rights to Frank Ocean content is a huge win for the company as it continues to work for exclusives to beat out competitors like Tidal and Spotify. Apple earlier this week revealed a partnership with Cash Money Records, the label that houses artists like Drake, Lil Wayne, and Nicki Minaj. The two parties are partnering to create a documentary series that will be an Apple Music exclusive.
You can stream “Endless” now on Apple Music.