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Apple makes music videos now

The most famous Apple-funded music video is Drake's "Hotline Bling," which debuted on Apple Music.

Apple makes music videos now

It's a simple video — Drake kind of just dances in place — but the James Turrell-inspired video has racked up over 811 million views on YouTube.

It

Watch it here:

Watch it here:

 

Apple also funded The Weeknd's "Can't Feel My Face," which he performed live for the world premiere of the single at the end of an Apple keynote. The song was first released on Apple Music, and has since racked up 600 million views on YouTube.

Apple also funded The Weeknd

The video ends with The Weeknd dancing while on fire — filmed with high production value, obviously. "Can't Feel My Face" ended up going platinum five times over. According to Rolling Stone, there's another version of the video that has never seen the light of day.

The video ends with The Weeknd dancing while on fire — filmed with high production value, obviously. "Can

Here's the video of The Weeknd's world premiere performance.

Here

 

Apple brought out the wallet to help fun M.I.A.'s video for Borders, which was directed by M.I.A. herself. In fact, Apple CEO Tim Cook had a hand in its production.

Apple brought out the wallet to help fun M.I.A.

 

What's notable is that M.I.A. takes pride in pushing boundaries, like a good pop star. Apple notoriously likes to avoid controversy, but the Borders video passed muster. Maybe Cook liked the intro, which has a pro-Apple chorus: "We'dom smart phones/Don't be dumb!"

What

The lyrics of "Borders" have some more incisive social commentary:

Borders (What's up with that?)
Politics (What's up with that?)
Police shots (What's up with that?)
Identities (What's up with that?)
Your privilege (What's up with that?)

Watch the video here:

Watch the video here:

 

Apple's also funded some very rich musicians as well, like Dr. Dre's longtime buddy Eminem, who needed some money for the very big budget "Phenomenal" video, which includes a lot of slow-motion, and action sequences.

Apple

Apple was able to slap an Apple Watch on Eminem's wrist for a little bit of quick product placement.

Apple was able to slap an Apple Watch on Eminem

Watch the video here:

Watch the video here:

 

But it's not just fully-fledged music videos that Apple is funding. Apple Music is working closely with Taylor Swift, producing a documentary about her most recent tour. Watch a preview below:

But it

 

Swift has also appeared in a series of ads for Apple Music.

Swift has also appeared in a series of ads for Apple Music.

 

Apple makes music videos now

Apple makes music videos now

 

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