A new report from Bloomberg details Apple’s video ambitions for Apple Music. The company wants to make Apple Music more than just a music streaming service and Iovine is at the helm of things.
He wants Apple Music to “be an overall movement in popular culture, everything from unsigned bands to video.” Apple is still testing the waters with videos for Apple Music, and if it is satisfied with the results and meets with success, it could expand its investment in this sector significantly.
Apple has already confirmed that it will be streaming Carpool Karaoke on Apple Music later this year. The series was supposed to air in April but its launch was delayed to later this year. Then, Apple is also working on producing will.i.am’s ‘Planet of the Apps’ series, a Shark Tank-like series where app developers will pitch their ideas and work with experts on executing them.
Iovine has met some major Hollywood creative heads like J.J. Abrams, producer Brian Grazer, and others. Nothing has materialised so far but if an idea comes to Iovine’s mind, he has the contacts to get it executed as well.
Despite Apple’s backing and an unlimited supply of money at his disposal, Iovine wants to move slowly in making Apple Music a video destination for many.
“We’re gonna grow slowly no matter what,” he says. “I don’t know how to do it fast.” – Jimmy Iovine
In a bid to promote its video content, Apple will once again be redesigning the Music app in iOS 11 that better highlights video content. With this move, Apple is hoping to avoid the same mistake that rival Spotify made when it first introduced video content last year. While the company has launched many series, they have all come and gone without making an impact because the app simply does not highlight video content. In addition, iOS 11 is also expected to debut group FaceTime calling, Siri integration for iCloud, and more. Apple will be showing off iOS 11 at WWDC 2017 that takes place on June 5-9.
Apple is also going to go all out with its series and market them like TV shows except the only destination to watch them will be Apple Music.