Just like consoles and video games, exclusives are what helps to draw customers to particular services, just like how when the iPhone was exclusive to AT&T, many customers flocked over to the carrier just to get their hands on the phone. This is why it’s not surprising that Apple is doing the same thing with Apple Music.
The company has recently announced an upcoming documentary for musician Puff Daddy dubbed “Bad Boy” which will be exclusive to the Apple Music platform. Basically this documentary will chronicle Puff Daddy’s rise to fame to become one of the biggest names not just as a hip-hop artist, but also as a music producer.
Speaking to Billboard, Apple Music exec Jimmy Iovine said, “I think Puff and Bad Boy’s story is incredible and one that a lot of people can relate to in any genre or in any business. His story is powerful. He really overcame a lot to get to where he’s at today and the documentary shows that.”
He also adds that Apple has more content planned for the future that could be similar in nature. “We have a bunch of other stuff that we can’t talk about yet because the deals aren’t’ done.” Recently it was revealed that iOS 11 would be introducing (another) revamp to Apple Music where it would focus more on video content.