An interesting detail on how Apple is ensuring exclusive content for its new Apple Music service: it’s making its own music videos for key artist partners. That’s according to Pitchfork, which reports that Apple made the videos for Drake’s ‘Energy’, Pharrell Williams’ ‘Freedom’ and Eminem’s ‘Phenomenal’, as well as a video for M.I.A.’s ‘Matahdatah Scroll 01 Broader Than a Border’ that’s due to debut later today.

The report tips future videos for Purity Ring, Diddy and James Bay too, although oblique confirmation of the report comes only from a hashtag-strewn tweet from Apple Music exec Larry Jackson (which, by the way, also takes a jab at Spotify CEO Daniel Ek’s infamous “Oh ok” tweet as Apple unveiled its service). In truth it’s no surprise to see Apple shooting its own videos, just as radio stations film sessions for distribution on YouTube, or Spotify makes its video documentaries about classic albums.

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