Written by Zinny Bonner
Apple announced its newest feat at taking over the world last week. Okay, not really the world, but might as well be. Improvements to Apple Pay, News Apps and their latest venture, Apple Music, proves that Apple continues to be a force to be reckoned with, not only with their ability to create a new phone every five seconds, but in fact, the leader in creating technology that influences the way we listen to music and ultimately, the way we live our lives.
Apple Music has finally jumped on the streaming train but not without adding their own touch. This new feature available to all Apple products (Android and PC later in the year) will have the entire iTunes library, the music added to your personal library, a radio with live DJs and a social media factor that connects artists and fans.
When iTunes debuted in 2003, it changed the way we listened to music and has now become so embedded in our everyday lives that we forget how much of a game changer it was. Now in 2015, iTunes is old news, and Apple Music is Apple’s attempt at reminding people they are still in the business of providing music. One component of Apple Music is, of course, music. This will give you access to your personal library of music you’ve downloaded and also access to the entire iTunes library for streaming songs on demand. Also, Apple “experts” handpick songs and playlists they think you might like based on what you listen to regularly. Jack Epsteen, SVP/director of production at GSD&M and self-proclaimed “Apple geek,” noted that although he’s excited to see how the music library works, he’s not sure that this latest venture by Apple will tear people away from their routine streaming program. “Unless Apple can do what Tidal and Spotify haven’t been able to do—find a real, sustainable streaming model that also pays the curators—I don’t think this will change how musicians do business,” he said.
Another piece of this project is Beats 1, “The world’s local station.” With DJs from Los Angeles, New York and London, Apple is trying to get people to appreciate a shared listening experience. It will be interesting to see how many people will tune into the 24/7 radio stations.
Lastly, there’s Connect. Connect is basically Apple’s own social media and “a place where fans can engage with their favorite artists.” Essentially the feature allows for artists to post directly to the platform, anything from unreleased music to rehearsals in the studio. This is where Apple has taken the risk, as it’s like nothing they’ve done before. As a social media lover myself, I’m curious to know what is going to make people and artists stray away from the traditional tweet or Facebook post that could serve the same purpose.
Jacqueline Coffey, associate media director at GSD&M, said that one somewhat overlooked aspect of Apple Music is that it does not offer on-demand music for free with advertising, and Spotify, YouTube and Pandora do. Although their option of $14.99 for up to six people on a plan is a better deal than Spotify’s $9.99 per person, Coffey said Apple will be playing catch-up and “coming from a Spotify user whose day-to-day life is rooted in digital media, the market is cluttered, and it will take a lot more than the Apple name for users to make the switch.”
On the other hand, David Rockwood, VP/community relations at GSD&M, thinks the goal of Apple introducing this new feature is not to necessarily switch from one streaming program to another, but instead convert all non-Apple device users. “Since there are over 100 million iPhones out there, downloading their new software update with one easy-to-use music service will help them sell even more phones, which is probably their bigger goal, to sell more hardware,” said Rockwood. According to Hardware Top 100, Apple is #20, with HP, Samsung and Foxconn in the top three positions.
So Apple Music could be the next big thing or just Apple’s failed attempt at remaining relevant and shiny in the music business. We’ll find out June 30 when it launches, and I can’t wait to see what it’s all about.