The music video landscape in the US, once dominated by MTV and more recently by the likes of YouTube and Vevo – is hotting up.
Apple has launched a free 24-hour Music TV channel called Apple Music TV, which is only available in the US as of this morning (October 19) online or via the Apple Music and Apple TV apps.
Apple’s entrance into this space comes just two months after Facebook confirmed that official music videos would be launching on its platform in the United States.
It also follows reports in June that Apple Music rival Spotify is also working on adding music videos to its app.
Plus, the news comes on the heels of the announcement that Vevo has partnered with Dutch music video platform XITE to launch a new, free, ad-supported Vevo Apple TV app.
Apple’s new TV channel will feature curated music videos in addition to live shows and chart countdowns.
The show to first air on the channel at launch was a countdown of Apple Music’s 100 most-streamed songs in the US.
As first reported by Variety, the channel will feature an “all day Bruce takeover” on Thursday (October 22) ahead of the release of Bruce Springsteen’s 20th studio album Letter to You on Friday (October 23), in addition to an interview with Apple Music host and Global Creative Director, Zane Lowe.
Apple Music TV will also premiere exclusive new music videos every Friday at 12PM ET/9AM PT.
The first two video premieres this coming Friday will be Saint Jhn’s Gorgeous and Joji’s 777.
Variety adds that Apple Music TV will play music-related video content such as interviews and films from Apple Music’s trove of original content created since the service was first launched in 2015.
TechCrunch reports that the free channel doesn’t offer extra features for Apple Music subscribers such as background play or the ability to like songs.Music Business Worldwide