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Apple Music turns concert promoter for Drake tour

The 32-date Summer Sixteen tour is billed as being presented by the streaming service – the first time it has lent its name to a concert series

By Jon Chapple on 26 Apr 2016

Drake, Bérengère Vch

Drake performs with Ovoxo in 2014


image © Bérengère Vch

Drake and Future have announced a new concert tour, Summer Sixteen, in support of the former’s fourth studio album, Views from the 6.

The 32-date North American tour, promoted exclusively by Live Nation, is notable for being billed as presented by ‘Them Boys up to Something’ (a lyric from the rappers’ song, ‘Jumpman’) and Apple Music – the first time the music streaming service has lent its brand to a series of externally promoted concerts.

Apple’s iTunes Festival at the Roundhouse in London was rebranded the Apple Music Festival for 2015.

Views from the 6 will be an Apple Music exclusive upon release this Friday (29 April). The service has reportedly added over 12 million subscribers since its launch in June last year.

Streaming rival Tidal has also dipped its toe into live music, notably producing the Tidal X: 10/20 concert with Beyoncé, Jay-Z, Nicki Minaj, Lil Wayne, Usher and TI at the Barclays Center in Brooklyn, New York, in October to celebrate the service achieving a million paying subscribers.

The Summer Sixteen tour kicks off at the Frank Erwin Center in Austin, Texas, on 20 July and closes on 17 September at Vancouver’s Rogers Arena.