Referring to their sources, Bloomberg reported that Apple was planning to acquire the Verzuz rap battle music platform.
According to the available information, the tech giant offered the show's producers its price, but then did not participate in the auction. Last July, Apple struck a deal with Verzuz. Every rap battle would be streamed live on Apple Music and Beats 1 alongside the show's Instagram Live channel.
However, during the March bidding, Verzuz was acquired by the Triller video network at a price higher than that offered by Apple, while the deal's value was not disclosed. This agreement ended the tech giant's partnership with the show's owners.
Created by rappers Swizz Beatz and Timbaland with the backing of dozens of other popular artists, Verzuz streams battles between rap, hip-hop, and R&B artists. Such friendly competitions are broadcast on Instagram and have become especially popular during the pandemic.
Apple's interest in Verzuz reflects the intention of the Cupertinians to develop the music direction of their business. Apple Music had a social network called Connect for fans to communicate with artists, but it was shut down a few years later. If Apple bought the show, the service could offer additional content and more social elements within Apple Music.