The Avalanches join Taylor Swift and Adele in Apple Music’s bid to beat Spotify with exclusive album preview

THE Avalanches’ second record Wildflower is one of the most talked about albums right now. And fans will get to hear it exclusively on Apple Music.

The Avalanches have given Apple Music the right to exclusively preview their Wildflower record. Picture: Supplied.

AUSTRALIAN band The Avalanches are the latest artist to be employed in Apple Music’s global bid to win the streaming wars.

The Avalanches are the most talked-about band in the world right now ahead of their release of their much anticipated second record Wildflower which arrives on July 8, 16 years after their debut Since I Left You.

Apple Music will stream the record from today for a week so fans can try before they buy.

They are the fourth major act in the world to team with Apple on new albums, with Drake, Taylor Swift and Adele doing multi-million dollar deals with the streaming service to exclusively broadcast their records instead of making them widely available on Spotify, Pandora and other portals.

FILE - In this Oct. 15, 2015 file photo, Drake performs at the Austin City Limits Music Festival in Austin, Texas. Drake is nominated for nine BET Awards including two for video of the year. The BET Awards will air live June 26 from the Microsoft Theater in Los Angeles. (Photo by Jack Plunkett/Invision/AP, File)

LOS ANGELES, CA - FEBRUARY 15: Singer Taylor Swift performs onstage during The 58th GRAMMY Awards at Staples Center on February 15, 2016 in Los Angeles, California. (Photo by Kevork Djansezian/Getty Images)

These campaigns are similar to the famous iPod ads which made hits out of songs by Jet (Are You Gonna be My Girl?), The Vines (Ride), the Ting Tings (Shut Up and Let Me Go), Black Eyed Peas (Hey Mama), U2 (Vertigo), Feist (1 2 3 4) throughout the mid to late 2000s.

Apple Music has a long way to catch up to the world leader Spotify which claims to have more than 100 million users, with 30 million subscribers.

It is believed Apple Music has 15 million subscribers.

Another high-profile player in the streaming market is the Jay-Z backed Tidal which has had exclusive rights to stream the most recent albums by Rihanna, Beyonce and Kanye West, although RiRi’s ANTI is now available on Spotify.

The Avalanches record has generated huge buzz worldwide since the band, headed now by only two original members Robbie Chater and Tony Di Blasi, confirmed it would finally see the light of day.

Since I Left You has achieved its own mythology since its release in 2000, recognised as a pioneering example of sampling to create new music.

British musician and former Beatles' member Paul McCartney performs on stage at the Bercy stadium in Paris on May 30, 2016. / AFP PHOTO / BERTRAND GUAY

It marked the first time Madonna gave permission for her music (Holiday) to be used by another artist in their original work.

The band used so many samples they are rumoured to have had to pay out 110 per cent of their royalties to the original artists.

The songs on Wildflower feature many recognisable songs including The Beatles’ come Together which was personally approved by Paul McCartney and Yoko Ono and snippets of The Sound of Music by Rodgers and Hammerstein.

The album’s first single Frankie Sintra has had more than 1.3 million streams since its release in early June and peaked at No. 12 on iTunes.

Originally published as The Avalanches join Taylor Swift and Adele in Apple Music’s bid to beat Spotify with exclusive album preview