Apple and Spotify represent two of the most popular music streaming services, each responsible for hundreds of millions of downloads. Attempting to capitalize on a widening hip-hop market, Spotify has recently persuaded industry titan, Carl Chery, from Apple.

This move indicates a potentially large shift in Appleā€™s previous control over the hip-hop market. Chery, who has long headed Apple’s hip-hop programming, holds considerable influence not only in music streaming services, but also in the music industry in general. Chery was directly responsible for signing exclusives from Chance the Rapper and introducing such artists as Cardi B, Post Malone, and Khalid.

It is still unclear when Chery will be formally leaving Apple and how much business he will take with him when he does.

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