THE Apple Music has grown at a frantic pace, reaching 60 million subscribers in the process. Concomitantly, the streaming da Maçã changed some things in the company’s internal phonographic sector – among them, the very way of disseminating music (in this case, transmitted) by Maçã. However, it is with the future that executives Zane Lowe and Oliver Schusser are concerned, as disclosed in a new interview by WIRED UK.
More precisely, Lowe (who also hosts the Beats radio 1) said that the focus of the service is the discovery of new music, and for that reason it intends to further integrate the content of the streaming with Beats 1:
I want more people to hear and discover these things, and I want to integrate more deeply what we do at Beats 1 on Apple Music. I think there are still subscribers who don’t realize that Elton John did more than 200 shows that are works of art in their own right.
Part of this work is already underway with the redesign of the brands of some of the playlists popular Apple Music songs, like the new “Rap Life” and “ALT CTRL”. In addition, the company is also investing in content that accompanies the process of creating a song or album, as described by Lowe:
The interesting thing is that Beats 1 is now documenting the creative process [das músicas] in real time, with Vampire Weekend frontman Ezra Koenig, discussing the album “Father of the Bride” before and after launching your program “Time Crisis”, shown twice a month.
Many of you will remember the iTunes Festival (later renamed Apple Music Festival) or iTunes Sessions, two Apple productions to promote music and artists with large or intimate presentations. With the expansion of Apple Music, however, the company stopped these projects – but Schusser wants you to know that the Apple Music Festival, precisely, has not died.
We would never retire the iTunes Festival [sic]. We just paused it.
Despite not having its well-known festival for some time (the last edition was in 2016), Apple has concentrated the promotion of emerging artists in its physical stores around the world, something that Schusser says he plans to keep. In addition, the company intends to do more livestreams new albums – like Shawn Mendes performing before the release of his most recent production.
Executives also said that Apple Music managed to extract some useful data from the habit of users who pre-add albums to their accounts before they were officially released:
It turns out that users are four times more likely to complete an album if they previously added it to their collection and almost twice as likely to hear it again. They also listen to music four times longer than other Apple Music subscribers.
Schusser also revealed that Apple Music has a team of employees who listen to the songs and transcribe the lyrics to ensure they are as accurate as possible for the new iOS 13 sync lyrics feature (no, the company does not enter a lyrics site to copy and paste the lyrics into your service).
Finally, Schusser reaffirmed Apple’s commitment to artists and composers, after the controversy of a few years ago – catalyzed by none other than Taylor Swift – in which Apple initially would not pay royalties for reproductions made during the free Apple Music trial period (a decision that was later reconsidered). According to the executive, Apple “believes that artists should be paid” and that “music should not be free”.
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