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Apple Music TV is a new take on the 24-hour music video channel

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If you miss the halcyon days of MTV in its prime, Apple thinks you might want to check out Apple Music TV. It’s a free, 24-hour a day curated livestream of music videos, according to Variety, which will also feature live shows and events as well as chart countdowns and guests.

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Limited to U.S. residents for now, the livestream can be accessed via the Apple TV app, on the web, and as a new tab within the Apple Music app on all supported devices. Given that the Apple TV app is now available on a huge variety of smart TVs and streaming media devices, there are going to be very few people who do not have access to Apple Music TV.

Digital Trends tried to access the new channel via the web but it kept redirecting to an Apple TV App landing page.

The new channel will host video premieres at noon ET every Friday, according to The Verge, starting with Joji’s 777 and Saint Jhn’s Gorgeous on the 23rd. On Thursday, October 22, Apple TV Music will play host to a Bruce Springsteen takeover, as a promotional lead-up to his new album Letter to You. Programming for this event will include an exclusive interview with Zane Lowe, the anchor host of Apple Music’s Apple Music 1 radio station (formerly Beats 1).

It’s not clear if Apple intends to use advertising to keep Apple Music TV free, but given that this is the model for virtually all other free on-demand and livestream content, it seems like a distinct possibility. Apple does not currently offer a free tier of its Apple Music service.

It’s also not clear if audiences are now living in a post-MTV world. With most music videos available with just a few clicks on YouTube, will folks be content to turn on a classic TV experience and simply let a curated list of music videos wash over them?

Recently, Apple has been pouring a lot of energy into making its Apple TV app a global phenomenon. It has struck deals with major TV companies like Samsung, LG, Vizio, and Sony to get the TV app onto these devices, and similar deals have been signed with Roku and Amazon’s Fire TV platforms.

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Simon Cohen
Simon Cohen
Contributing Editor, A/V
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