Apple Launches 'Apple Music TV,' a 24-Hour Music Video Livestream
Apple has launched Apple Music TV, a free 24-hour curated livestream of popular music videos that will also include…
When I was a kid, MTV played music videos. When I was a teenager, MTV started veering away from those music videos in favor of reality TV and other stuff. We used to joke: “wouldn’t it be great it music television played music again?” As with the best jokes, it was funny because it was true.
You get why this happened, some of those shows started to become really popular: The Osbournes, etc. And some of them were actually really good and culturally relevant: The Real World (well, the early years of The Real World). Still, people longed for a station that just played music. Hence, MTV2 — until that veered away too.
Anyway, the longing for Music Television to come back has dwindled in modern times because YouTube is like MTV on steroids. But it’s also not. It suffers from the same issue that all of music suffers from these days: the paradox of choice. Because you can listen to and watch basically anything at any time, what do you choose? Where’s the opinion?
With that in mind, it makes sense for Apple to have a go at this with Apple Music TV. It’s similar to their bet with Apple Music 1 (formerly Beats 1). Programatic, communal music in an era of unlimited choice. And it plays nicely with Apple TV/Apple TV+ and some of Apple’s original content there.