Before the Covid-19 pandemic, Apple Music was developing some of its flagship playlists into live concerts. While awaiting the return of physical gigs in many parts of the world, it’s been exploring how that strategy can shift online. Witness ‘Rap Life Live’, a precorded video broadcast including performances and discussion, which spun out of the ‘Rap Life’ playlist.

Its first event was filmed at Howard University in Washington DC, with Rapsody, Lil Baby, Nas and Wale performing. Now a second event will be broadcast on Apple Music this Friday (21 May) filmed at HBCU Clark Atlanta University, with Moneybagg Yo, Saweetie, and Lil Durk the performers.

“Rap Life Live Atlanta is the crossroads of the most popular artists in Rap and the student body of Clark Atlanta University. A celebration of what is popular right now … the music and the academics,” said Apple Music’s global head of hip-hop and R&B Ebro Darden.

Music Ally’s next Learn Live webinar will help you build the strategies for artists to thrive in new international markets!

Music Ally's Head of Insight

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