Screenshot of Apple Music TV livestream, image credit: Apple
Apple has launched Apple Music TV, a 24-hour stream of music videos reminiscent of old-school MTV. The free stream of popular music videos will also include exclusive new music videos, live shows, special guests, curated music video blocks, and chart countdowns.
The service, which can be watched via the Apple Music or Apple TV apps, premiered earlier this week with a countdown of the top 100 all-time most-streamed songs on Apple Music. The uncensored and ad-free music videos are currently limited to the U.S. but are likely to expand to other markets.
The move further entrenches Apple in the entertainment industry and follows a rebrand and expansion of its lineup of radio stations in August.
Apple Music had over 68 million paid subscribers at the end of 2019 and has been ramping up its content offerings under Oliver Schusser, the VP of Apple Music, Beats, and International Content. However, Schusser isn’t alone. Here are the key players at Apple that are working to make the tech company even more of a force to be reckoned with in the music industry.
Steve Savoca plays a critical role as the streaming service’s Head of Label Relations. In this role, he concentrates on independent labels, with a special focus on international markets ensuring that Apple Music is stocked with a wide range of music and music videos. Savoca has deep experience in this aspect of the music industry as he was an executive with Spotify for over five years and served as the head of digital at Domino Records.
When it comes to Apple Music TV’s live shows, special guests, and other original content like the artist interview pictured below, Apple turns to Stephanie Freese. As the Head of Strategy, Live Events & Original Content at Apple Music, Freese is a central figure in the growth of Apple’s entertainment and media empire. She joined Apple in 2013 as the Head of Music Marketing for iTunes and had previously worked as an executive at Sony Music Entertainment.
Apple is under mounting pressure from longtime rivals who are pursuing similar ambitions, like Google and Amazon, as well as newer entrants into the music industry, like Facebook, which added music videos to its service in the US over the summer after partnering with major music companies. To ensure its own platform stands out against this growing competition Apple will be heavily reliant on Matt Plotnik, the Head of Marketing for Apple Music, Apple Podcasts, and Shazam. It will be up to Plotnik, a Twitter and Sony Music Entertainment veteran, to find ways to get Apple’s music service in front of as many listeners as possible.
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