| 11 Aug 2022
Talking Business: Apple Music strikes exclusive video deal with Taylor Swift

MUMBAI: Apple has won an exclusive deal with Taylor Swift to release her concert film ‘Taylor Swift: The1989 World Tour’ through its music streaming service, Apple Music starting December 20.The company and the singer revealed the deal on the social media site Twitter.

The pop star tweeted a trailer of the '1989 World Tour Live' concert video and said, "Thank you so much for all the birthday wishes. I have a little surprise for you." The concert happened on Saturday, just a day before her 26thbirthday and this was Swift’s birthday gift to her fans.

Apple Music:

It was not too long ago when Swift made independent music groups and labels to agree to pay artists during the free trial period for their music service.

Not only that, Swift also pulled out her entire catalogue of music from Spotify in November 2014, and refused to offer her '1989' album for streaming. She said that streaming services had shrunk the numbers of paid album sales. Recently British singer Adele also chose not to use streaming services for her album release '25'.

Apple Music was launched in June, with plans to dominate the digital music space in this era of digital music streaming. While Apple Music's cost and music library are similar to other music streaming services, the service aims to distinguish itself with added features and content exclusives. Apple’s iTunes is the largest music vendor in the world since 2010.

Apple chief executive Tim Cook informed in October this year that Apple Music streaming service had reached more than 6.5 million paid users, and that more than 8.5 million people were participating in a free trial.

Apple Music will find a strong contender in the streaming space as it already has an installed user base for iTunes and iTunes Store and iTunes Store Plus subscribers. But there are many competitors who are also in the game, Google Music Play, Pandora and Spotify, to name three. Spotify was founded in 2006 and has over 20 million subscribers and over 75 million active users.