— Apple Music (@AppleMusic) May 13, 2016
After favoring services like SoundCloud to share music before this release, the move may be related to a push for Grammy consideration under their commercial release rules. Along with the exclusive, the deal reportedly includes upcoming ads for Apple Music (similar to the recent series they released with Taylor Swift). A short video clip produced by the company to announce the arrival of Coloring Book can be seen above.
Although the strategy has shifted somewhat from his past releases, Chance still seems set on his long-held ideals that music should be free and many expect the project to be available for download when the two weeks are up. Chance hasn’t discussed these things publicly but he is more than willing to talk about the music itself, excitedly tweeting about Lil Yachty’s insane verse this afternoon.
I think yachty has my favorite verse — Lil Chano From 79th (@chancetherapper) May 13, 2016