How Apple and Taylor Swift Made Drake Bundles of Cash
Taylor Swift falling off a treadmill last week has turned a Drake song into a worldwide phenomenon.
After launching an Apple Music ad to her tens of millions of social media followers on Friday, Taylor Swift single-handedly made Drake’s “Jumpman” track a hit. Since the video launched, “Jumpman” sales are up 431% worldwide on iTunes. In addition, the #Gymflow playlist Swift mentions in the video is now the fifth-most-popular Apple Music playlist worldwide. Its listenership is 325% higher than it was in the three days prior to the video’s launch.
The news was earlier reported on by AdWeek.
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Taylor Swift has been an international phenomenon over the last several years, winning countless Grammy Awards and setting new records on music sales. Her worldwide tour has been widely celebrated as one of the best in the industry, and along the way, she’s established a loyal fanbase. Her Instagram account has 72.3 million followers while her Facebook (FB) page has 74.6 million likes. Swift also counts approximately 74.4 million followers on Twitter (TWTR).
Since last year, Swift, who has publicly decried music streaming services that don’t adequately pay artists for their creations, has helped Apple (AAPL) bolster its Apple Music streaming service. She allowed Apple’s cameras to follow her “1989” tour, resulting in an Apple Music-exclusive from her show, and Swift has publicly touted the service.
Although Apple has worked with other artists, including country music star Kenny Chesney, none have the star power nor the public’s attention that Swift enjoys.
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Indeed, a study last month commissioned by music video company Vevo found that Swift’s music videos have a larger audience than all but one network TV show. In just seven days, her “Bad Blood” music video was watched by roughly 18 million U.S. Vevo viewers, a figure only surpassed by NCIS: Los Angeles.
It’s perhaps no surprise then that Apple once again asked for Swift’s help in promoting Apple Music.
In the video released on Friday, Swift is seen complaining about “cardio.” She then finds the #Gymflow playlist, listens to Drake’s song, and starts running. She soon falls off the treadmill. While it was meant to be a joke, its popularity is nothing to laugh at: the video has 1.4 million likes on Instagram and 68,000 retweets on Twitter. It’s been viewed more than 15 million times on Facebook.
Meanwhile, Drake is cashing in. His song wasn’t all that popular on iTunes before Swift’s video, but now it’s soaring. Although it’s unknown how much he’s made from the song’s newly gained popularity, the song is currently sitting in the 26th spot in the iTunes list of most popular songs.
Apple is notoriously tight-lipped about total downloads and how much artists make per download, but suffice to say that thanks to Swift’s help, Drake has another hit on his hands.