Drake famously took to the stage at the launch of Apple Music in 2015 to give his endorsement of the company’s new streaming service. But you don’t get to be one of the biggest stars in the streaming era without sharing the love around: yesterday US satellite-radio service SiriuxXM announced a wide-ranging “creative partnership” with Drake, which also involves its Pandora streaming subsidiary.
“The first major artist collaboration between SiriusXM and Pandora since the companies merged,” as the announcement put it, as well as being “the largest agreement both brands have executed with a major recording artist to date”.
Details were actually quite thin, beyond saying that the partnership will include “a dedicated station, curated music, and collaborations with creative talent”.
It’s certainly not an exclusive deal: whenever Drake has new music coming out, he’ll be continuing to work with the big streaming services in different ways. Even so, it’s a coup for SiriusXM and Pandora, as they seek to show how they can work together in interesting ways across radio and streaming.