Today, Apple launched its Apple Music TV, a 24-hour free streaming platform for music videos and original music-related content.
It’s also expected to include exclusive new music videos and premiers, special curated music video blocks, and live shows and events as well as chart countdowns and guest interviews.
The service which premiered on Monday morning (October 19), began with a countdown of the top 100 all-time most-streamed songs in the US on Apple Music.
On Thursday (October 22), the channel will celebrate the upcoming release of Bruce Springsteens’s ‘Letter to You’ album with an “all day Bruce takeover.” It will feature his most popular videos, an interview with Zane Lowe, anchor of Apple Music’s radio station, and a special livestream fan event.
On October 23 at 9 a.m (Eastern Time), Apple Music TV will premiere 2 exclusive video, Joji’s ‘777’ and Saint Jhn’s ‘Gorgeous’. Going forward, every Friday the channel will premiere new videos at this same time.
Apple’s forray into 24-hour music video streaming follows the recent rebranding of Beats 1 as Apple Music 1.
This new development would give MTV (Music TeleVision, launched in 1981), YouTube and Vevo a run for their money as the Apple Music TV catchphrase reads ‘Music Videos + More. Nonstop.’