With every music-streaming service now keen on making original video projects with artists, should the latter pick one partner or find different creative treatments with several?
Sam Smith is taking the latter path. Having worked with Spotify on a vertical video for his comeback single ‘Too Good at Goodbyes’ which was embedded in a swathe of its top playlists, now he’s working with Apple Music on a different project.
‘On The Record: Sam Smith – The Thrill Of It All’ is a short film due to be released through Apple’s service on 3 November, the same day as his album ‘The Thrill Of It All’ comes out.
But there’s also a live element: Smith will play a concert in London that day at a mystery venue, which will be livestreamed on Apple Music globally.
That’s the world’s two biggest subscription streaming services chalked off for this album campaign: we wonder if Smith has anything else in store for YouTube, Amazon, Vevo and other services next.