Apple Inc is introducing a programme to promote young musicians with a month-long barrage of videos, playlists and new music, deepening the technology giant’s direct investment in artistes through Apple Music.
The first performer to benefit from the Up Next programme is 6lack, a 24-year-old Atlanta singer who released his debut album last fall. On April 20, Apple released a short documentary about 6lack, as well as video of a live recording session taped in Atlanta and an interview on Beats 1, Apple Music’s radio station.