Image by Jason Persse (CC BY-SA 2.0)

Kanye West is dropping something big on 23 July, but don’t worry Universal Music lawyers: it’s not another series of tweets with his contracts! No, West’s new album ‘Donda’ comes out this week, and tonight (22 July) he’s making an event of it with a listening party at the Mercedes Benz Stadium in Atlanta. There’s a big digital partner on board too.

“The event is being livestreamed globally by Apple,” announced label Def Jam yesterday. This is a wider alliance: the release date for ‘Donda’ was announced in an Apple ad shown during the latest match in the NBA Finals this week.

Tonight’s livestream is part of Apple’s growing exploration of such events: it has broadcast listening parties for several artists’ album launches in recent times.

Image by Jason Persse (CC BY-SA 2.0)

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