Apple Music exec discusses Apple MTV and Bruce Springsteen takeover

Apple today launched Apple Music TV, a free 24-hour curated livestream of popular music videos that will also include “exclusive new music videos and premiers, special curated music video blocks, and live shows and events as well as chart countdowns and guests,” according to the announcement.

Apple Music TV
Apple Music TV

Apple Music TV will be available to U.S. residents only on the Apple Music app and the Apple TV app. It can be found at and in the browse tab in the Apple Music and Apple TV app.

The service premiered Monday morning (Oct. 19) with a countdown of the top 100 all-time most-streamed songs in the U.S. on Apple Music.

Jem Aswad for Variety:

While there’d been vague talk about an Apple music channel for years, it was still a surprise when Apple Music TV suddenly appeared at 9 a.m. ET on Monday morning. Being an Apple product, of course it’s launching with a splash, starting off with videos of Apple Music’s all-time top 100 songs and following later in the week with a full day of Bruce Springsteen programming on Thursday, with videos and an hour-long interview by Zane Lowe culminating with a virtual event with 1,000 fans when the album drops. But despite the big Bruce look, make no mistake: Apple Music TV is about hits, as Rachel Newman, the company’s Global head of editorial and content, told Variety on Monday morning, just 90 minutes after the new channel launched.

There hasn’t been anything on this scale since old-school MTV. What need is this fulfilling in the Apple universe and the industry as a whole?
I think the purpose of this is really to create another space for consumers to enjoy music. We want to serve all kinds of music lovers, and often even lean-forward music fans want a lean-back solution that they can set and forget. We just think it’s an awesome way to experience music.

Will there be ads?
No, there will not be ads.

MacDailyNews Take: So, imagine the original MTV without ads and (for good or bad, depending on your taste or lack thereof) contemporary music.


  1. “Being an Apple product, of course it’s launching with a splash, starting off with videos of Apple Music’s all-time top 100 songs and following later in the week with a full day of Bruce Springsteen programming on Thursday…” I am going to miss Bruce Springsteen when he leaves the country after his guy doesn’t win the election. Not. Maybe he can join up with Tommy Lee who similarly made the same promise a few weeks back. Of course, there has yet to be one of those idiots who made that promise, to have the actual character to own up to it. He thought he was “Born to Run”, but bet he stays in the “Land of Hope and Dreams”. Hypocrite! And people wonder why these super rich entertainment elites get mocked and why personally, I have nothing to do with what they are peddling.

    1. Is everything politics to you? Seriously, you realize that your mind is being poisoned by people who have no real interest in you at all, right? Take a breath, man. Relax. Read the story for its content, not some political point you can score. Why let these A-holes get you so worked up that you can’t even enjoy a Bruce Springsteen story, or Apple bringing back MTV. Come on, buddy, chill and enjoy your life a little more.

  2. The original MTV was awesome, but the current crap they are pumping out now can’t hold a candle to it. I have Apple Music, but I will definitely pass on this.

  3. I’m not knocking the service or anything, to each their own but we have very nearly just recreated cable tv again, and I thought the opposite was the point of all of this. I am beginning to feel like app interfaces are just prettier versions of the standard onscreen cable guide, and we have various channels and pay per view. They aren’t all ad-free, either.

    It’s ironic to me that Silicon Valley are the ones behind it when they were all screaming bloody murder about ‘corporations’ doing similar during the net neutrality days. Guess they just wanted the pie all to themselves, and so much for innovation! :/

    1. it is kinda odd how pop culture, big tech ‘corporations’, mainstream politics and establishment government are all in lock step. Even more troubling is how this alliance shares the same agenda as the CCP.

  4. “No there will not be ads” . . . I know what they are saying (no food ads, car ads, etc.), but let’s be honest, Music Videos are “Ads” (advertisements for bands and their music) — the original MTV was 24 hours of Ads.

    1. so so true, beats product placement in music videos is everywhere. This makes so much sense; Apple has enough cash to buyout the whole music video industry and turn the channel into one giant infomercial. It’s just like all the Apple plus shows with Apple product placements. In the show defending Jacob, the bad guy that was the sexual predator had an android device. Apple is so ruthless when it comes to marketing

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.