Today is the day. You can now add Apple Music to your list of potential streaming services. It's available on all iOS devices, and there's a desktop app for you PC users. (Before you start, did you download the new iOS 8.4 update that was also released this morning? 'Cause you're going to need it.)
Membership will cost you $9.99 per month, but there's a free three-month trial period. (Make sure to note that your card will automatically be charged after the trial period, unless you deactivate the service through your Apple account.) Labels and artists were not going to receive streaming revenue during this free trial period, but then Taylor Swift wrote Apple a letter, and Apple changed their minds. (SVP Eddie Cue even called Taylor personally!)
To that effect, 1989 is available on Apple Music. And so is Dr. Dre's 1992 classic The Chronic, since Apple initially bought Beats Music for $3 billion back in August 2014. Still no word on the new album that Dre's been promising us for the last 15 years.
What else do you get? Both Pitchfork and Complex have announced that they're "Curation Partners," which seems to mean that they've created profiles where customized playlists and staff recommendations are available.
There's also Beats 1, the radio station that broadcasts 24 hours a day on Apple Music. As mentioned in previous posts, Zane Lowe, Ebro Darden, and Julie Adenuga will host at various times throughout the day, Monday through Thursday. Lowe kicked off the inaugural broadcast with Spring King's "City," followed by "Beck's new single 'Dreams,' 'Shutdown' by Skepta, and 'Gosh' by Jamie xx," according to NME. Eminem was the first interview, according to Pitchfork. Pharrell's "Freedom" made its debut on Lowe's show earlier this morning. You should, however, keep in mind that Beats 1 is ad-supported, even if you've paid the membership fee.
The radio station will include a whole lot of other shows hosted by musicians, including but not limited to: Dr. Dre (there he is again!), Drake, Pharrell, Jaden Smith, Queens of the Stone Age's Josh Homme, Disclosure, Elton John, and (the one I'm most excited about) St. Vincent, otherwise known as Annie Clark.
According to Paste Magazine, Clark's broadcast will be the first artist-curated show to air on the station, and it is called Mixtape Delivery Service. Earlier this month, she tweeted a request to her fans, asking for 50-word stories, and seemed to imply that she would be sending a physical mixtape to a few lucky winners. (I may have sent a little something in, we cannot confirm or deny at this point in time.) But now it appears as if this is actually the whole premise of her new Apple endeavor. She'll curate one playlist a show, based off an individual note she received.
And don't forget Apple Connect, which was announced by Drake at the original presentation. Connect allows artists to upload content from their social media platforms directly to Apple Music. Thus far, Trent Reznor has shared instrumental versions of The Fragile and With Teeth.
It's also worthwhile to note that Apple Music's launch day fell on the very last New Music Tuesday. Next week, starting Friday, July 10, 45 countries—including the good ol' US of A—will switch over to Global Release Day, henceforth known as New Music Friday.
The International Federation of the Phonographic Industry's CEO, Frances Moore, told Billboard:
This was done primarily for the consumer. Consumers were telling us via different pieces of research done across many countries that Fridays and Saturdays was when they wanted new music and that’s what has led this campaign. We’re hoping that with more consumers in stores on Fridays and Saturdays, which stores tell us leads to increase impulse buying, and with peak activity on most social media [typically taking place over the weekend], will all lead to an increase in sales.
He continued to say that July was selected so that any kinks in the system could be worked out prior to the holiday season. No reason to compromise that Christmas (and/or any other holiday you might celebrate) cash.
So there you have it! Apple! Streaming! Monetization! It's all there, waiting for you.
