Imagine a world where award shows had no winners. Where no one was declared better than anyone else. A world where musicians showed off their talents, their greatest hits, their deepest tracks... but no one was declared a winner. Well, thanks to quarantine, Instagram, and the minds of Swizz Beats and Timbaland combined, that world is here. And it’s called Verzuz.
The series launched in March, and it began with a battle between its creators: Timbaland vs. Swizz Beats. Of the pilot episode, Billboard writes, “Swizz jabbed with Ruff Ryder and Hov classics from the vault, while Timbo countered by leaning on the eccentric sound he pushed into the mainstream behind the likes of legends such as the late Aaliyah and Missy Elliott."
The Instagram Live event has garnered loads of attention from fans new and old, from industry professionals to other artists. And while there are no official scores kept or champions declared, there is a possibility that anyone who participates can count themselves a winner. After a night filled with technical issues, producers Babyface and Teddy Riley faced off a few days later. And when they did, Billboard claims, “the combined 49 tracks by the two artists rose a total of 115% in on-demand streams."
But a streaming increase isn’t the only benefit to these live-streamed battles. Co-creator Timbaland has referred to the ongoing event as a “museum, showcasing Black musical greatness with songwriters and producers, rappers… R&B singers… and even dancehall DJs." It’s creating a community within the audience, with group chats, matching outfits, and viewing parties (over Zoom, of course).
In mid-July, Timbaland and Swizz Beats announced a partnership with Apple Music and Apple TV+. The announcement came after offers from nearly every streaming service were thrown their way. So, why Apple? Because they “offered a proposal that would allow them to keep staging the battles on their home base of Instagram." The contract also allows Swizz Beats and Timbaland to maintain what amounts to creative control of the brand. So, while Verzuz may not be hosting battles as frequently these days, the good news is that you will be able to access the catalog of previous events, as well as any new battles that have yet to air, for the foreseeable future.
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Interesting News. I did not know they were working out a partnership with Apple TV+, I'll be looking forward to the updates on that.