Apple Fights Through Artist Pullout Over Free Period Policies - The UpStream

Apple Fights Through Artist Pullout Over Free Period Policies

posted Saturday Jun 27, 2015 by Scott Ertz

Apple Fights Through Artist Pullout Over Free Period Policies

When Apple announced the rebranded Beats Music, now called Apple Music, a few weeks ago, they made a lot of waves announcing that the first 3 months would be free for all users. The problem for Apple was the waves were not all positive. In fact, very few of the talks surrounding the announcement was positive. Most tech sites and even Apple fans were pretty unimpressed with the rebranding, as well as the majority of the announcements that day.

Those who were least impressed, however, were musicians who were to have their music on the platform. As it turns out, Apple's genius idea for how to support a full quarter without revenue was to pass every penny on to the artists. That meant that for 3 whole months, artists were going to make absolutely no money from Apple. With Apple's plans to damage the plays from other services, this meant that artists were actually going to be hurt overall, rather than helped.

Taylor Swift, you remember her, wrote an open letter to Apple, complaining about the policy. Apple responded quickly by changing their policy and offering as much as 2 cents per listen. That is a lot of money, and certainly more than could have been decided upon in the short window between the letter and the decision. After Apple's reversal, Taylor Swift came out of her streaming isolation and announced that her most recent album would be available on Apple Music.

The natural line to be drawn here is that the initial policy was not true and that Swift's "open letter" was likely penned by Apple themselves, with Swift being paid to publish it. The result of the letter being published is that Swift looks tough on bullies, yet remains "America's sweetheart" and Apple looks like they are giving fans and artists what they want; everyone wins. Except, potentially consumers, who might be upset about what appears to be a paid publicity stunt to promote an exclusive streaming deal.

The Attorneys General of New York and Connecticut are crying fowl, launching an investigation into whether or not Apple is pressuring artists and music groups to sign exclusivity deals. In addition to the Swift announcement, which she ensures is not exclusive to Apple but is currently exclusive to Apple, other artists, including Pharrell, have announced Apple Music exclusivity deals. Unless Apple is offering A LOT of money, which could be possible, though not probable, or threatening the artists or music groups with overall delisting, exclusive deals like these don't make sense.

The best way for consumers to speak out against deals like these is to not support the platforms that are, ultimately, trying to hurt the streaming industry as a whole: consumers, artists, producers, etc. It will be interesting to see what the final finding from the states is, because another major suit against Apple on intimidation practices will likely not go well for them.

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