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Variety looks into how popular rap battle 'Verzuz' landed on Apple Music

Posted On: Aug 13, 2020   |   Posted By: iMore

Variety looks into how popular rap battle 'Verzuz' landed on Apple Music

What you need to know
Apple Music brought rap battle "Verzuz" to the platform last month.
The battle previously featured Snoop Dogg and DMX.
Variety has the story of how it all came to be.
The whole thing started back in March.
Apple Music and Beats 1 got to bring rap battle "Verzuz" to the masses last month after a deal was signed that also included Twitter. But how does such a deal come about and what needs to happen to get the show off the ground? Variety looks into all that and more.
One of the obvious reasons that a "Verzuz" partnership with Apple Music made sense was the inclusion of licensed music. But it wasn't the only music streamer interested.
Competing streaming services saw opportunity, which led to a bidding war won by Apple Music, largely due to a strategic combination with Twitter, where much of the social conversation around the battles was taking place. After a pair of test runs, the integration launched officially in late July with the Snoop-DMX matchup. Apple Music's Larry Jackson was the...

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