We’ve been listening to the new Dr Dre album today in the Ilex offices and we noticed the difference between how Dr Dre and Jay Z marketed their streaming services.
Apple Music was launched at the end of June with the standard hype associated with Apple but unlike the launch of Jay-Z’s streaming service Tidal, Apple built quality content and momentum into its marketing.
Dr Dre’s new release is showing that value of content and exclusivity is a momentum driver and a way to create long-term interest. Unlike Jay-Z’s traditional PR and launch event for Tidal, Apple has forced users to at least look at their service and opt-in for content that they want.
Jay-Z’s Tidal launch used some very standard PR staples like a launch event and a media blitz and predictably the approach peaked and troughed within a single week. Meanwhile Dr Dre and Apple Music have content that will be alive and debated for a weeks and months.
It also defines Apple Music as a place where not just artists, but users also benefit. The subscriber is positioned as the beneficiary and Apple is communicating what its service means in the market. They’re leveraging Dr Dre’s brand while defining who they are for subscribers.
That’s what great content can do and is far beyond traditional PR.