Apple’s Beats Music ambitions could bank on artist exclusives
With so many players in the streaming music game, it’s becoming increasingly difficult to make your service stand out. You can try and undercut everybody else on pricing, but you’re largely at the whim of record labels, and that whole endeavor is just a race to the bottom (where no one wins). New entries like Tidal have bet on providing higher-quality audio than their peers, but it remains to be seen if users will respond (or even care). Apple seems to be working on a re-tooled Beats Music as its next big streaming offering, and a new report claims that one of the ways it intends to capture the interest of subscribers is by inking some exclusive deals with big-name artists.
Performers like Taylor Swift and Florence and the Machine are named as a few that Apple’s supposedly approached with the aim of having them commit to providing Beats with streaming content that won’t be available elsewhere. Apple wouldn’t be the first such streamer to secure that kind of exclusive content, but if it can get the right artists on board, that could go a long way towards convincing hold-outs.
Then again, considering what we’ve been hearing about possible antitrust investigations into Apple’s relationship with labels, we can’t help but wonder what sort of impact that might have on potential exclusivity deals.