Tech giant Apple, after an insane amount of hype,launched its Apple Music Beats 1 radio station on June 30, with a two hour program hosted by former BBC Radio hosts and DJ Zane Lowe. A move, many believed Apple made as an attempt to gain a share of the music streaming demand that has been dominated by companies such as Spotify, Google Play Music, Pandora, Songza, and SoundCloud, which are just a few of the exponentially growing internet music streaming companies.
It is no surprise that Apple has invested a lot of marketing dollars into this new venture, and it is going to take a lot of advertising and celebrity endorsements for Apple to catch up on the competition that with companies that have already been in this game for years. Even the start studded music streaming service Tidal, backed by music industry giants such a Jay-z, Beyonce, Madonna, Jack White, Daft Punk,Calvin Harris, Chris Martin, and many others, have been struggling to make their space in this already saturated industry.
Apple has been leaning heavily on its celebrity curated programs from artist including Q-tip, Dr. Dre, Pharrell, St. Vincent and recently, hip hop’s number 1 – Drake throughout the fist few weeks since its launch. At the moment there have been no replays of these celebrity mixtape style programs, however the playlist have been made available on the Apple Music connect feature. So far, Apple has yet to make any fantastic innovations that have people talking about their music streaming service, however, it is still early.
Despite having its radio programing from New York, Los Angeles, and London, much of Apple’s Beat 1 Radio playlist is comprised mostly of recent hits for 2015 and a mix of hits from 2013 and 14 that would be found on Billboard or BBC Radio music charts, a mainstream playlist designed to please the masses.
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