Apple Reportedly Pursuing Taylor Swift Exclusive, Hiring Music Writers for New Streaming Service
Apple is starting to make more significant moves toward the launch of its music streaming service, including maneuvering for music exclusives from the likes of Taylor Swift, and reportedly hiring music writers to write copy for the upcoming service's curated playlists.
Bloomberg reports that Apple has approached Swift, as well as Florence and the Machine and several other artists, about releasing content to be available only to subscribers of its paid music streaming service, expected to launch in June. Tidal, the Jay Z-owned streaming service that launched two weeks ago, uses a similar tactic, already offering exclusive singles from Rihanna and Beyonce to lure in paid subscribers.
Meanwhile, the industry blog Music Ally reports Apple has approached music writers to write 50-word blurbs for "thousands" of curated playlists, paying "handsomely" according to sources. Beats -- the streaming service Apple purchased last year, forming the basis for the new service -- featured artist and DJ-curated playlists as a core part of its platform.
Apple also released a new beta version of its iOS Music app to developers this week, and while it's not clear from the beta how a streaming service might be incorporated, the sleeker design features elements brought over from iTunes and a revamped iTunes Radio experience. (One developer posted a walk-thru of the updated app on YouTube.)
Clearly, Apple is taking significant steps toward the launch of its streaming service -- looking toward a strong editorial presence and an inventive user interface to set itself apart, while still taking some cues from existing services like Tidal and Spotify.