Lyrics-focused firm Genius has been producing its ‘Verified’ video show since 2016, with more than 800 episodes of artists discussing their tracks in front of the camera. Now Genius has found a powerful new distribution partner for the show: Apple. And not just a distributor either: Apple will be co-producing new episodes of ‘Verified’ with Genius, and they’ll premiere exclusively on Apple Music, before later debuting on Genius’ own site and YouTube channel.

“Apple Music is already the official music player on Genius·com. Now, it’s also the official music streaming partner for Verified, and we couldn’t be more excited,” said Ben Gross, Genius’s chief strategy officer. “We see a bright yellow future where every hit song on Apple Music has a companion Verified episode featuring the lyrics and meaning, straight from the artists themselves.”

The news comes as one of Genius’ other historic DSP partners, Spotify, is exploring its own ‘behind the music’ style content.

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