This past month Videoink reported on Apple’s possible plan to bring in veteran producers to help create original content, including TV series and movies for an expanded Apple Music service. Well the speculation has just been confirmed by Apple Music head Jimmy Iovine who gave additional insight about Apple’s future plans in this area and how it hopes to differentiate itself from existing streaming competitors, like Pandora and Spotify
According to The Hollywood Reporter, Iovine basically confirmed reports of Apple Music’s further expansion to video while speaking over the weekend at the Television Critics Association press tour.
“At Apple Music, what we’re trying to create is an entire cultural, pop cultural experience, and that happens to include audio and video”
And he wasn’t just referring to music videos and those that fit within the broader musical genre, like Apple’s earlier purchase of James Corden’s “Carpool Karaoke” or Dr. Dre’s “Vital Signs, ” a semi-autobiographical scripted TV series that will be also distributed by Apple. Instead, he hinted that Apple would experiment with other types of programming.
“If South Park walks into my office, I am not going to say you’re not musicians, you know?” Iovine said, according to The Hollywood Reporter. “We’re going to do whatever hits popular culture smack on the nose. We’re going to try.”
Iovine also explained how Apple plans to compete with similar streaming services like Spotify, who have over double the paid subscribers compared to Apples 20 million, by converting free users to paid subscribers.
“We’re fighting ‘free.’ So a simple utility where, ‘here’s all the songs, here’s all the music, give me $10 and we’re cool,’ is not going to scale,” Iovine explained.
But Apple isn’t the only music service trying to win over subscribers by expanding to video. Spotify, also launched video last year, offering content from partners like ESPN, Comedy Central, the BBC, VICE Media, Maker Studios, MTV, TED, NBC, ABC News, and others. It later expanded to original programming that focused on artists, biographies, live performances, and more.