Single-DSP exclusives for music are increasingly rare, but as we’ve reported over the last year or two, the content around them, from videos to live sessions, is very much fair game. Justin Bieber is the latest example: he’s released an exclusive video for ‘E.T.A.’ off his new album ‘Changes’ on Apple Music. And according to Apple, it’s just “the first in a collection of brand new music videos from Changes that will launch exclusively on Apple Music over the coming weeks”.
However, Bieber can hardly be said to be ignoring other streaming services. Spotify hosted the official launch party for the album last Friday, turning a Los Angeles skate park into a themed ‘House of Changes’ experience, for example.
Meanwhile, YouTube continues to roll out episodes of its Justin Bieber: Seasons documentary series – the first episode of which has now been watched more than 60m times.
And in other news, Bieber is firmly on the Old Town Road-ignited remix-with-friends bandwagon: today sees the release of a new ‘country remix’ of the album’s lead single ‘Yummy’ featuring Florida Georgia Line.