New York (CNN Business) Drake has signed an exclusive multi-year deal with Caffeine, a budding broadcasting company that hopes to rival Amazon's Twitch and Google's YouTube.

Apple AAPL Caffeine, whose name is inspired by the idea of people connecting over a cup of coffee, officially launched last November. It was founded by formerdesigner and serial entrepreneur Ben Keighran, who worked with a handful of other Apple alumni to develop a platform that competes with live TV.

In collaboration with a New York-based battle rap league called the Ultimate Rap League, Drake is going to stream rap battles on Caffeine, a big move for the platform. Keighran said that Drake wants to focus on bringing battle rap to a wider audience. Currently, battle rap is mostly a pay-per-view experience, but on Caffeine it will be livestreamed for free.

"Drake, if you look at his career in the last ten years, is defined as the biggest artist in the world," Keighran told CNN Business. "This is a guy that can catch the attention of not just the entertainment world, but the gaming world as well."

Drake made headlines with he streamed with "Fortnite" star Ninja in March 2018 and set a new record at the time for most views on a single Twitch stream at over 600,000 views.

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