Apple Music將Hip-Hop播放清單重新命名為Rap Life，與Weekly Beats 1 Radio Show合作
◎Apple Music正在重新命名其最大的播放清單之一A-List：Hip-Hop，改名為Rap Life，內容將環繞Beats 1電台每日及每周推出的節目。Rap Life將主要採用來自北美藝人的hip-hop，但也將成為全球該流派的代表。
◎此舉將為Apple提供全球最受歡迎音樂類型的旗艦播放清單，可與Spotify的Rap Caviar和Amazon的Rap Rotation播放清單競爭。Apple Music的hip-hop和R&B的全球編輯主管Ebro Darden將每天主持Beats 1的Rap Life節目，還會有一個每週節目（也稱為Rap Life），播放該播放清單上的音樂和討論hip-hop文化。
◎Apple Music在hip-hop串流音樂方面一直占有主導地位，在主要的hip-hop音樂發行中經常擊敗Spotify，尤其是第一週。儘管Spotify擁有相當大的用戶群，但Drake的〈Scorpion〉和〈More Life〉、Post Malone的2017年單曲〈Rockstar〉，在Apple Music的第一週串流量都比在Spotify多。Rap Life現已在Apple Music上播出。
"We will move at the speed of culture and some weeks that will be daily as new marquee material drops," says Ebro Darden, global editorial head of hip-hop and R&B.
Apple Music is rebranding one of its biggest playlists, The A-List: Hip-Hop, as Rap Life, and will leverage Beats 1 to launch a new weekly show and daily segments around it. Spearheaded by Ebro Darden, global editorial head of hip-hop and R&B at Apple Music, Rap Life will largely feature hip-hop from North American artists, but Apple tells Billboard it will also be representative of the genre worldwide.
The move will give Apple a flagship playlist around the world's most popular genre that can compete against Spotify's Rap Caviar and Amazon's Rap Rotation playlists. Darden will host a Rap Life segment during his daily Beats 1 show and there will be a weekly show (also called Rap Life), which will feature music from the playlist and cultural discussions around hip-hop.
"Rap Life will update as the culture updates," Darden tells Billboard. "We will move at the speed of culture and some weeks that will be daily as new marquee material drops."
Apple Music has dominated streaming when it comes to hip-hop, routinely beating Spotify in engagement around major hip-hop releases, most notably in the first week. Drake's last two projects, Scorpion and More Life, and Post Malone's 2017 single "Rockstar" featuring 21 Savage all pulled in more streams on Apple Music than Spotify during their first weeks, despite Spotify having a considerably larger user base.
"I think for us it's not about being one dimensional," Darden says when asked why Apple Music is so successful in hip-hop. "We have multiple things happening to help an artist reach an audience. I attribute it to that. We're a very dynamic service. We have tools beyond just an app. If you are an Apple Music user and you really know the depth of it, we do a lot with Beats 1, on-demand content, artist pages, there's a lot of stuff there. We're still getting better. Year after year we'll work to listen to the consumer and watch what they like about us and try to make adjustments to accommodate them."
Rap Life is now available on Apple Music.