We are living in such a visual time, social media-wise, with Snapchat and Instagram, that every project needs to have some sort of multimedia component, said Jeff Rabhan, a veteran artist manager and the chairman of the Clive Davis Institute of Recorded Music at New York University. (The Lemonade film is available for streaming and downloading only on Tidal.) It follows the release last month of Frank Oceans ∾ndless, a 45-minute visual album and musing on the artistic process that was also exclusive to Apple. Shot in the Soweto area of Johannesburg, Please Forgive Me is available only as an Apple stream even screenshots have been disabled, minimizing Drakes usual meme-ability and credits Larry Jackson, the services head of content, as a producer and co-writer. On Sunday night, Apple Music released Please Forgive Me, a 22-minute video with a loose action-movie plot that strings together hits from Drakes Views, the biggest album of the year so far. These extended videos, with their headline-grabbing cameos and high production values, have also become the latest theater in the music streaming war as services like Tidal and Apple Music function not just as platforms but as creative partners (and sometimes financial backers) with artists, in exchange for exclusivity.

Lemonade, her sixth solo album, had its premiere in April as an artsy and provocative hourlong film on HBO, raising the bar set by ∻eyoncé, the surprise visual album that came with videos for every track in 2013.Īs the value of digital music continues to hover near free for many consumers, some brand-name acts are following Beyoncés blueprint with high-concept mini-movies that can add artistic heft to projects competing for attention in an infinite pile of content. Does every pop star these days need a Lemonade?Īmong Beyoncés more influential tactics at the moment is her insistence that an album should not be just an auditory experience and that the standard music video a sort of trailer for an artists current sound or creative era is far from enough.

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