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Monday, July 20, 2020
Verzuz Officially Names Apple Music as a Broadcast Partner: What’s Next?
Verzuz co-founders Timbaland and Swizz Beatz. (Source: Getty Images)
Verzuz, the quarantine-borne Instagram Live streaming producer and artist competition series started by Swizz Beatz and Timbaland, will now be available on Apple Music and Beats 1. The forthcoming July 22, 8 PM EST “Battle of the Dogs” between Snoop Dogg and DMX will be the first official Verzuz battle broadcast via the partnership. Previously, Apple Music and Beats 1 live-streamed a dueling piano Juneteenth episode of Verzuz, featuring Alicia Keys and John Legend.
The move is likely aimed at creating greater structure and longevity for the series. Past battles have featured significant technical difficulties, as well as connection issues posed by solely using Instagram Live. As well, the ability to maintain the series as an episodic-style catalog has not been possible. As quarantine moves into its fourth month with no definitive end in sight, Verzuz gaining sustainability as a breakout music industry leader for compelling content feels necessary. Concerns about paying artists and developing live music options are an industry concern. Ideas like simulcasting Verzuz, for free, via Instagram Live, but making it available via paywalled, subscription-only services like Apple Music and Beats 1 begin to solve this issue.
Peak musical content engagement goals during quarantine spiked 400 percent in the 50 days between D-Nice‘s 150,000 peak viewer March 21 DJ stream to Jill Scott and Erykah Badu‘s 750,000+ peak viewer May 9 Verzuz battle. However, top producers like Pharrell Williams and musical acts with Verzuz-ready catalogs like Jay-Z and Beyoncé have yet to be tabbed to “compete.” It is entirely likely that their involvement could potentially raise those numbers well over one million-plus peak viewers. If this were to occur, having multiple live arms for engagement, as well as the ability to both monetize and archive Verzuz, would be valuable.
For more Verzuz information, visit them via Instagram.
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