Apple Launches Music Video Platform To Rival YouTube

Apple Music Celebrates 'Up Next' Artist Bad Bunny

Apple Music Celebrates 'Up Next' Artist Bad Bunny

CUPERTINO, CA -- Apple is getting into the music video business. Today is the launch of Apple Music TV, a free streaming video service with original programming.

Much like when MTV played music videos, concerts, and countdown shows, Apple is doing something similar with “exclusive new music videos and premiers, special curated music video blocks, and live shows and events as well as chart countdowns and guests,” according to the announcement.

On Wednesday, the channel will feature Bruce Springsteen in an exclusive interview ahead of the release of his new album, "Letter to You."

The platform aims to launch a new videos every Friday at 12 p.m. ET (9 a.m. PT), starting with Joji’s “777” and Saint Jhn’s “Gorgeous”.

Unlike YouTube, a good deal of Apple's content mirrors more traditional TV programming with hosted shows. Apple says the service is only available in the U.S. on the company's TV and Music apps.

While Apple Music is a paid subscription service, Apple Music TV will be free to users in the U.S., the company says.

Details are still sketchy, but there appears to be a partnership between the new channel and Apple Music 1 radio station.

In August, the company launched Apple Music radio with the existing Apple Music 1, formally Beats 1, adding in Apple Music Hits and Apple Music Country.

"Since Apple Music’s launch in 2015, Beats 1 has grown into one of the most-listened-to radio stations in the world, consistently delivering the best in-depth artist interviews, more global exclusives and premieres than anywhere else, and unique programming that produces culture-moving, news-making moments year after year," the company said.

With iconic artists like Bruce Springsteen debuting new music, the indication is that the platform will skew towards an older audience. However, landmark artists have been electing to launch music over streaming services in the past.

Earlier this year Tom Petty's estate reissued "Wildflowers and All the Rest" on all streaming platforms. Petty's classic 1994 solo album "Wildflowers" has been remastered and expanded with live tracks, demos and unreleased tracks that were cut from the original album.

Petty died in October of 2017 at age 66 soon after he finished a 40th anniversary tour with the Heartbreakers. His daughter, Adria, says the expanded version of Wildflowers was the last project he was working on.

Over the summer, artist Pat Boone released a new song, and despite 50 years in the music industry, decided to premiere it on Facebook.

Boone discusses the inspiration for the song with 104.7 WONK FM's Jen Richer. Listen to the full interview here:

Pat Boone