Like it or not, Britney Spears is coming back and Apple Music just scored the exclusive rights to stream her upcoming album, Glory.
Apple is always looking to get an edge in the ongoing music streaming war and it's putting heat on the competition with more exclusives under its belt. One key ingredient to stay competitive is offering something that others don't, and Apple now has Britney Spears on its side.
Though Britney may no longer enjoy the great popularity she did in the '90s, apparently she still has some fans out there who are quite excited to get a hold of her latest album. Glory is set to become available exclusively through Apple Music later this month, on Aug. 28, but preorders are already open as of Aug. 3.
#Glory. My new album & the beginning of a new era. Available 8/26 on @AppleMusic. Pre-order tonight at midnight ET. pic.twitter.com/pkZZkC2QLR
— Britney Spears (@britneyspears) August 3, 2016
The upcoming album will be a studio release and arrive as Britney's ninth album. The last album she released was the 2013 Britney Jean, which only garnered some mediocre reviews and failed to stir much hype.
It remains to be seen whether the upcoming Glory album will live up to its name. Judging by user comments, Britney's Twitter announcement stirred mixed reactions, with some saying they can't wait to preorder and get the album, while others would rather get run over by a truck. Early preorder customers will also get the chance to download Britney's new single "Private Show."
For Apple, meanwhile, the upcoming Glory is just the latest in a series of high-profile aces Apple Music has under its sleeve. In July, for instance, Apple Music scored the latest Katy Perry exclusive and it also bagged the rights to broadcast a "Carpool Karaoke" series based on the popular namesake segment featured on The Late Late Show With James Corden.
As the streaming music industry is getting more crowded and competitive, "windowed exclusives" ranging from a few weeks to a few months can serve as a powerful advantage. Such exclusives typically cover highly anticipated albums from high-profile artists, which serve as a precious commodity in the weeks or months until other music streaming services finally get to offer the treat.
Apple arrived pretty late to the music streaming party, but it's looking to load up on top artists and exclusives to make up for it. Apple is also working with artists on various experimental content and videos produced in-house, which birthed exclusive content from Drake, Pharrell, Eminem, Chance the Rapper and others.
Apple Music is also expected to add a "For You" tab soon, offering personalized recommendations to enhance the user experience.
