- Apple Music TV was launched on October 19
- On October 22, it will play host to veteran rocker Bruce Springsteen
- Apple Music TV will also host video premieres every Friday at noon
Tech giant Apple has recently launched the channel Apple Music TV which is exclusively for music videos. It will provide a free, curated, 24-hour Livestream of popular music videos.
This music service is only available for US residents. Additionally, there’s no news if and when Apple Music TV will expand to more countries. It can be accessed from under the browse tabs on Apple Music and Apple TV app.
Features of the Apple Music TV
Launched on October 19, Apple Music TV kicked off with a countdown of the top 100 most streamed songs on Apple music. On October 22, it will play host to veteran rocker Bruce Springsteen to celebrate the release of his upcoming album, Letter to You (releasing October 23).
Apart from an interview with Zane Lowe, the channel will stream some of Springsteen’s most popular music videos and a special live stream fan event.
Apple Music TV will also host video premieres every Friday at noon (12 pm ET). On October 23, it reportedly plans to debut 777 by Japanese artist Joji and Gorgeous by American hip-hop star Saint John.
Further details were scant before launch, but Lowe’s involvement implies a connection between the new TV channel and Apple Music 1 radio station (formerly called Beats 1), its on-air hosts, and its purview, which is geared toward hits but features adventurous programming, largely overseen by Lowe.
However, the fact that the channel is launching with a heritage artist like Springsteen implies a difference in scope. In the US, it should show up in the Browse tab of the Apple Music and Apple TV apps.
The Apple Music LiveStream Concept
The move into 24-hour music videos follows the recent rebranding of Beats 1 as Apple Music 1. This rebranding is alongside two more live radio stations. The strapline reads ‘Watch. Listen. All Day.’
The concept of a 24-hour music video TV channel was pioneered by MTV (Music Television) back in 1981 after an earlier test in 1977. However, MTV later dropped its exclusive focus on music and branched out into other content it thought likely to appeal to its core audience of teenagers and young adults.
Since then, both YouTube and Vevo have become popular places to watch music videos. Apple will, however, have the benefit of original content in the form of gig footage, interviews, and documentaries. The new Apple Music TV channel can be seen as a direct shot at YouTube’s dominance of the music video space.
