Apple may be producing some music videos in-house for Apple Music artists, according to a new report from Pitchfork. It is said that Apple itself was behind the new music videos from several artists already. Drake's "Energy", Eminem's "Phenomenal", and Pharrell's "Freedom" are all being reported as Apple created. These artists, some of which even have their own shows on Beats 1, have been a big part in the Apple Music launch, but Apple is also said to be working with a number of other artists on content as well.
"Matahdatah Scroll 01 Broader Than a Border", which is a two song release with original video content is hitting Apple Music on July 13. This will be the next release that was produced by Apple. Pitchfork also names Purity Ring, Diddy, and James Bay as other artists that Apple is working with on producing content. While none of this is confirmed, it wouldn't be too crazy to think that Apple could help compensate some of these artists with some original content for its service, making it stand out just a little further from the competition.