Atlantic Films and You Know Films partnered to produce "808," a documentary on the iconic kickdrum that changed the landscape of modern music. Atlantic brokered a deal giving Apple exclusive release rights, so "808" will only be available through Apple Music and iTunes. The film is slated for release in late spring.
The Roland TR-808 drum machine is a ubiquitous in popular music. The documentary will recount the rise of the iconic instrument in 1980, with special commentary from prominent musicians and music moguls, including Pharrell Williams, Afrika Bambaataa, Questlove, Diplo, Norman Cook (of Fatboy Slim fame) and many others.
Watch the trailer: