During the coronavirus pandemic, many were the artists who tried to make the confinement of billions of people more bearable all over the world doing all kinds of acts. In the United States, one of the most popular was a series of rap battles that aired through Instagram Live.
This series created by Swizz Beatz and Timbaland in March 2020, pitted two artists in a friendly competition where each had to answer the other to the rhythm of rap. Apple Music started show these battles in July 2020 at the same time they were broadcast through Instagram Live.
Verzuz was nominated by the NAACP Image Awards for its broadcast through Apple Music, so it was a matter of time before Apple tried to seize the rights broadcast exclusives.
However, according to Bloomberg, he has not managed to get hold of it and that it was the Thriller video network that put the most money on the table. Apparently, Apple's interest was not going through a price war as it has happened on other occasions.
Alicia Keys, Erykah Badu, John Legend, DJ Nice, Snoop Dog, DMX, Brandy, Patti Labelle, Gladys Knight, Ludaris and Nelly are some of the singers who have participated in these rap battles.
Apparently, Apple's intention was to offer these videos in a kind of Seasonal series via Apple TV + instead of Apple Music to continue expanding the content available on its streaming video platform related to music.
