Yesterday, Apple announced that its Music service will have the exclusive rights to stream a concert film from Taylor Swift’s current world tour.
When her 1989 world tour concert video goes public on December 20th, there will be only one place to watch it. And that place will be Apple Music.According to Re/code, you can also expect an onslaught of Taylor Swift-related promotion from Apple: it also bagged the rights to use her name and likeness for a series of promotions. So expect to see her face on iTunes gift cards, interviews with her on Beats 1 Radio, and, uh, we dunno, cardboard cut-outs in Apple stores?
The singer also tweeted that an interview discussing the video would be broadcast at 9 a.m. PST (1700 GMT) on Monday on Beats 1, Apple’s radio station. Apple officials were not immediately available for comment.
“It sounds like a very, very significant win for Apple,” said John Jackson, an analyst at market research firm IDC in Boston. “It’s on the order of a coup for Apple inasmuch as we all know that Apple is late to this party and the competition is fierce, the market is heavily subscribed with services.”
Jackson cited music streaming services Spotify and Songza as examples of such competitors.
Launched in June, Apple Music is Apple’s attempt to carry its dominance of digital music through its iTunes store into the era of music streaming.
Chief Executive Tim Cook said in October the music streaming service had netted more than 6.5 million paid users, and that an additional 8.5 million people were participating in a free trial.
Fair compensation is, after all, something Swift appreciates. During her scuffle with Spotify, she noted that “everything new, like Spotify, all feels to me a bit like a grand experiment. And I’m not willing to contribute my life’s work to an experiment that I don’t feel fairly compensates the writers, producers, artists, and creators of this music.”
A second spat with Apple over the same issue even saw the company change its payment policy. That was enough for her 1989 album to make an appearance on Apple Music.
Swift’s decision came after she pulled her entire catalog of music from Spotify in November 2014 and refused to offer “1989” on streaming services, saying the business had shrunk the numbers of paid album sales drastically.
She is not the only star challenging the streaming services.
British singer Adele’s much-anticipated album “25” was withheld from streaming on digital music services, including Spotify, Apple Music and Deezer.