In the war of content, exclusivity has become the key player. That’s not just where we draw the line because bigger the artist, more the content consumption.
For streaming apps, the Average Revenue per User is now the key measure for growth and success. Average revenue per user (sometimes known as average revenue per unit), usually abbreviated to ARPU, is a measure used primarily by consumer communications, digital media, and networking companies, defined as the total revenue divided by the number of subscribers.
The main idea for these apps has now become, who can get the maximized number of paying consumers rather than just have freemium consumers. At times like this, the exclusive content with mass appeal is what takes a platform a notch higher than the rest. This time Apple Music took the Ed Sheeran documentary for their benefit.
The documentary titled Songwriter is directed by Sheeran’s cousin and filmmaker, Murray Cummings> The film documents the creation of his chart-topping third album, Divide.
Songwriter was produced by Kimmie Kim and executive produced by Sheeran’s manager Stuart Camp and Stefan Demetriou, who was head of Warner Music’s creative hub Firepit before jumping ship for Universal last year. Alongside documenting the collaborative process behind his biggest hits, Songwriter offers insight into Sheeran’s childhood through never before-seen-footage from his family’s archives.
Apple Music who scored this major music video exclusive with Ed Sheeran’s documentary Songwriter set to arrive on the service worldwide on August 28.
Alongside the Sheeran exclusive, Apple Music released the official concert film of Taylor Swift’s 1989 world tour in 2015, and hosted and streamed a special performance by Shawn Mendes in May.
It’s also released documentaries with P!nk, Puff Daddy, Sam Smith, The Chainsmokers and more.