Apple Music has added a new partnership with Cash Money Records. The streaming service has been following a strategy of exclusive releases, but this appears to be its first time linking up with an entire label. Cash Money’s artist roster includes Lil Wayne, Nicki Minaj, Drake, and co-founder Birdman. In announcing the tie-up, Birdman called the union a “power move” on Instagram.
Few details have emerged about the nature of the arrangement, although it seems probable that there will be some focus on exclusive releases for Apple Music. Some sources have disclosed that the deal will include Apple making a documentary about the label and its founder. Apple is getting more directly involved in producing content for the artists it works with, so boosting its exclusive video seems like a reasonable move for the new kid on the block.