Although, as the owner says, it is currently limited to the United States (licensing issues, etc.), the channel, within Apple Music, is open (meaning you can watch it without a subscription) and will have no ads. .
Although everyone makes obvious references to the launch of MTV, when it was a music video only channel, we must not forget that this same idea is already available within Apple TV and any browser, under the Vevo brand.
Vevo is an on-demand music video website and platform. The company uses the branding service, operated in partnership with Google, Sony Music Entertainment, Universal Music Group, Abu Dhabi Media Company and Arthur Music Company.
Vevo's Wikipedia says (in its unrefined and sometimes difficult to understand style): The service consists of hosting, in each user channel, the artists of the music industry. This material includes clips, interviews and various events created exclusively as well as presentations by the record company and selected by the company itself.
If we read the statements that Rachel Newman, Apple's chief executive of content and editorial staff, released to Variety, Apple Music TV is about musical hits:
Apple Music TV launched with the 100 most listened to songs in all the time it was Apple Music, but what will the channel be like on any given day?
Contemporary hits are the foundation of the channel, so a perfect hour of music programming would be Dua Lipa, Taylor Swift, Tate McRae, Zayne, J Balvin, Pink Sweats, Blackpink, Victoria Monet, Big Sean. They are very well known contemporary hits, so if we were to take an artist representation to define it, they would be Drake, Dua Lipa, Cardi, B, BTS, Justin Bieber and Billie Eilish. Generally, they will be chained music videos with short-form interstitial content, along with long-running pieces related to special events, such as the full day dedicated to Bruce Springsteen.
[Refers to the full day Apple Music TV will be dedicating to Bruce Springsteen on the occasion of the release of his latest album, which includes an Apple TV documentary, Apple Radio interviews and a day of music videos on Apple Music TV].
What will those "interstitial" contents you speak of?
We've created a ton of content for our radio stations - Apple Music 1, Hits and Country - and while a lot of that content is talking, we also produce videos to support those efforts, so we'll be using the TV channel to highlight some of those great interviews with the our guests. So it's going to be a combination of song interviews and shorter pieces, like Katy Perry talking about her new song and stuff like that, taking bits of content from previous interviews and then linking them to the appropriate song.
The complete interview
Opinion
We've been saying for some time that Apple has its own space in which to grow and differentiate itself from competing services. From its experience with the Apple iTunes Festival (now more necessary than ever) to its work with song playback data and trends, Apple has an embryo and involvement with the world of music that the rest of the companies do not have. .
Its users, especially in the United States, are a large majority of the young audience, who would surely be willing to pay for access to exclusive concerts, documentaries and experiences that only Apple can design, without seeming impossible.
Although Apple Music TV will clearly be a tool for promoting artists where record companies pay to stand out (here, yes, the old MTV model comes in), Apple can go much further by opening up specialized channels - the country has it easy for them to always catch. more public and offer within the subscription the possibility to create video playlists, for any moment).
