Recent news has popped in regarding the expansion of Apple music. So apparently Apply has tried to buy Verzuz, a rap-battle music platform. Verzuz is an American webcast series created by two of the industry’s biggest hitmakers Timbaland and Swizz Beatz, which airs on Verzuz TV.
Verzuz was had first aired during the COVID-19 pandemic as a virtual DJ battle to entertain the viewers, it first began with Timbaland and Swizz Beatz facing off each other in an Instagram Live broadcast in March 2020.
Then with more musicians participating, the series then decided to invite two musicians on the stage to highlight their discographies in two 10-song rounds during a three-hour session.
Episodes till now have included face-off battles between producers Teddy Riley and Babyface, singers Erykah Badu and Jill Scott, Brandy and Monica, Gladys Knight and Patti LaBelle, and rappers Ludacris and Nelly, as well as Young Jeezy and Gucci Mane.
Now according to the reporting of Bloomberg, Apple has recently shown interest in acquiring the webcast series. Although Apple had not engaged in the bidding war but did present a price that was ultimately rejected as it was less than what Triller had offered.
Triller is an American video-sharing social networking service that allows users to create and share short videos, including videos set to, or automatically synchronized to music using artificial intelligence technology, so basically it can be considered just like Tik Tok or even Instagram reels as all of them are quite similar with a tiny bit of differences.
Triller was released for iOS and Android in 2015 but had initially operated as a video editing app before adding social networking features.
It is based in Los Angeles, California, and is currently led by President and CEO Mike Lu. In mid-2020, the app gained a lot of popularity in India and the United States as a competitor, to the Triller, which was the Chinese-owned app TikTok was banned in India, and faced the threat of a ban in the U.S. Thus in November 2020, Triller decided to expand itself into sports promotion, distributing a pay-per-view boxing event between Mike Tyson and Roy Jones Jr. that included the appearances by internet, sports, music, and entertainment personalities. The following month, Triller announced a partnership with Snoop Dogg to promote future boxing events with similar elements.
With both Triller and Apple showing interest in Verzuz they were meant to have a bidding war but Apple didn’t participate in that and instead offered for Verzuz that ended up being lower than what Triller paid so the previously known partnership between Apple Music and Verzuz where they both had signed a deal that would allow the content to be streamed on both the Verzuz Instagram account and Apple Music app had ended after Triller purchased the series.
Although Verzuz would have been very beneficial for Apple music with more additional social elements and additional content it couldn’t acquire Verzuz due to its hard luck nevertheless I am sure that Apple will definitely look out for more opportunities to expand its users with the best.