Looks like R Kellyâ€™s popular â€˜Trapped in the Closetâ€™ just found a deep-pocketed benefactor.
Apple has bigger plans than just streaming music. The Cupertino-based company acquired the rights to stream Carpool Karaoke. Â The company is also working on a new reality show dubbed Planet of the Apps. Â Of course, neither or those will be remembered 1,000 years from now, when anthropologists curate the greatest cultural artifacts.
Which raises the next questionâ€¦
Will Apple also help produce the sequel to R Kellyâ€™s â€˜Trapped in the Closetâ€™?
According to Apple executive Jimmy Iovine, a music service â€œneeds to be more than a bunch of songs and a few playlists.â€ Â It needs to contribute to the important milieux of important cultural works. Â Ones that will help to define a culture, much like Rembrandts and Picassos of the past.
Speaking with Businessweek, he confirmed the companyâ€™s plans to produce more video-related projects.
â€œIâ€™m trying to help Apple Music be an overall movement in popular culture, everything from unsigned bands to video. We have a lot of plans.â€
If Iovineâ€™s plans succeed, the company may increase its investment in video and could compete for top video projects.
â€œWe have the freedom, because itâ€™s Apple, to make one show, three shows, see what works, see what doesnâ€™t work, until it feels good.â€
The Cupertino-based company plans to stream Carpool Karaoke in the next few months. In one episode, John Legend and Alicia Keys will drive around and sing out hits.
Apple Music may release up to 10 original series, including several documentaries.
Most importantly, Iovine told Businessweek that heâ€™s currently focused on music-related video projects. Â Heâ€™s working on a sequel to R Kellyâ€™s hip-hop opera, â€˜Trapped in the Closet.â€™ Â The 33-chapter song cycle follows characters after a one-night stand. Â The situation becomes progressively worse and even more dangerous.
His current plans extend beyond music, though. Iovine has had talks with Warner Bros Television and may develop a fictional show loosely based on Dr. Dre.
â€œApple Music is nowhere near complete in my head. Â Weâ€™re gonna grow slowly no matter what. I donâ€™t know how to do it fast.â€
The service currently counts with over 20 million subscribers, making it the second-most popular streaming service after Spotify.