Apple Music is growing its original video programming. The streaming service has purchased the rights to a new spin-off series based on Carpool Karaoke, the video segment from The Late Late Show with James Corden. The British comedian won’t host the new episodes, but he is attached as an executive producer. The videos are often smash hits on YouTube; Corden’s singalong with Adele has more than 119 million views and his spot with First Lady Michelle Obama already has 33 million views in less than a week.
Apple has been marshalling resources in video for some time. Not only does it have some exclusive content in that category already (such as Taylor Swift’s 1989 tour video), but it has been funding sensations such as Drake’s oft-memed “Hotline Bling” video. As of February, it looked like video projects were simply a way to promote the new entertainment brand. But as video continues to hold a large cultural impact, it seems possible that Apple will find additional ways to capitalize on the trend.