There’s joy to be found in the fact that on the day Spotify launches a playlist for pets, Apple Music is making Orville Peck the latest emerging artist to be chosen for its Up Next initiative? Orville being the famously non-flying duck-puppet British TV star of the 1980s. You won’t catch Orville Peck singing saccharine songs while perched on the knee of a bubble-permed light-entertainment star though.

Peck’s an excellent alt-country artist, known for wearing a mask, whose 2019 album ‘Pony’ won plenty of critical plaudits. Now Apple is throwing its weight behind him with Up Next, including its now-familiar short-documentary shot with an iPhone 11 (there’s a trailer here), playlist promotion and Jimmy Kimmel Live performance.

“At his London show last October I saw stetson-wearing country old-timers stood shoulder-to-shoulder with drag queens, hipsters, indie kids, members of the fashion elite and sweet couples out on date night – all completely connected thanks to the music of one man who says he’s spent his entire life feeling disconnected. The irony of that!” said Apple Music’s Matt Wilkinson in a statement.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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