Remember, our Radio products are targeted CSPs and need to be studied with reference to two elements of the Audiences and Industries as well as Historical, Social and Cultural Contexts. This means we need to study the way radio audiences and industries have changed over time and what impact this may have on society.
Notes from the lesson: Apple Beats 1 Radio
Beats 1 is wholly owned by Apple and launched in 2015 as a free live streaming global 'always on' radio station. It claims to work across genres but often focuses on indie and rap music.
It launched with three DJs representing different music scenes:
Zane Lowe: poached from Radio 1
Ebro Darden: from New York radio station Hot 97
Julie Adenuga: London DJ from former pirate station Rinse FM - expert on grime music
Beats 1 demonstrates emerging, future developments in the media and provides an opportunity to study issues linked to ownership, globalisation and convergence.
Audience
How does Apple Beats 1 target its audience?
- Established DJs who will bring their own fan base – there are ‘guest’ DJs who are well known singers and groups.
- DJs are well-known in the niche music genre and bring an audience and reputation with them. DJs are recruited for their knowledge and reputation (and are paid a lot to work with Apple.)
- Content exclusive to Beats1 such as Taylor Swift back catalogue (which is not available on Spotify). Artists sign exclusivity deals with certain online providers. This does influence what music DJs can play as artists who have signed up to Apple may get preference.
- Beats1 sells itself on the quality of the DJs and in this it is different to Spotify, Deezer and Amazon Music as it allows the audience to develop Personal Relationship (Blumler and Katz) with the DJs.
Active v passive audience
What opportunities are there on Beats1 to actively engage?
- Listeners can send in requests via social media platforms (interaction happens over Twitter but the @Beats1 account only has 565k) so it’s not a huge attention driver.
- Beats 1 includes a Mixtape segment where you can submit songs: there is the space to do these recommendations right within Music.
- It’s interactive in that you can buy the music you hear, so you can ‘shift’ music from ‘radio’ to your own playlist.
- You can then ‘Share’ these playlists with other users (as in Spotify) which allows you to be more of a Prosumer.
What is the difference between iTunes, Apple Beats 1 Radio and Apple Music?
iTunes is all about media ownership, functioning as both a virtual record store and an efficient digital library for music and other media (movies, TV shows, etc) that you own personally. The software comes pre-installed on all Apple devices, and is available as a free download for non-Apple PCs and mobile devices. iTunes doesn’t require a subscription fee to use.
Beats 1 Radio is an internet-based global radio station.
Apple Music is all about streaming. You pay a flat fee to unlock access to Apple Music’s entire catalogue, but you don’t actually own the music you listen to.
Why did Apple launch a radio station?
To market Apple Music - its new subscription streaming product. If consumers have access to all the world's music at their fingertips, they'll need a guide: Someone to suggest things to listen to. If Apple can control the music we listen to through their radio channels, they can link it to their iTunes presence where music purchases can happen (which means REVENUE!)
To boost iTunes purchasing - as part of the deal, Apple acquired Beats Music, which was an established subscription streaming music service. There were rumours that Apple was only interested in Beats Music in an effort to boost a decline in iTunes numbers.
To gain more control of the streaming market: Apple already has a loyal and substantial consumer base through iTunes. Apple Beats 1 is another method of keeping Apple customers away from competitors such as Spotify, Deezer, Amazon Music etc.
Beats 1 Radio is an internet-based global radio station.
Apple Music is all about streaming. You pay a flat fee to unlock access to Apple Music’s entire catalogue, but you don’t actually own the music you listen to.
Why did Apple launch a radio station?
To market Apple Music - its new subscription streaming product. If consumers have access to all the world's music at their fingertips, they'll need a guide: Someone to suggest things to listen to. If Apple can control the music we listen to through their radio channels, they can link it to their iTunes presence where music purchases can happen (which means REVENUE!)
To boost iTunes purchasing - as part of the deal, Apple acquired Beats Music, which was an established subscription streaming music service. There were rumours that Apple was only interested in Beats Music in an effort to boost a decline in iTunes numbers.
To gain more control of the streaming market: Apple already has a loyal and substantial consumer base through iTunes. Apple Beats 1 is another method of keeping Apple customers away from competitors such as Spotify, Deezer, Amazon Music etc.
How much is Beats 1 Radio a threat to traditional industries?
Read a range of answers to this question in this BBC feature on the launch of Apple Beats 1 Radio. A selection of quotes:
“Beats 1 isn't about radio, it's about music. Most radio stations offer local news, travel, information and entertainment so Apple's new single radio station won't have much of an impact on most of them. People who listen to local radio generally don't listen for the music. However, specialist music stations such as 1Xtra, Kiss, 6 Music (and to an extent, Capital and Radio 1) will be more at risk.” - Roy Martin - managing editor, Radio Today
“Apple Music is by it own admission a music service for music people and I'd contend great music stations like BBC Radio 6 Music, Australia's Triple J and LA's KCRW already do this…. This lack of appeal to mainstream listeners is I think the reason I found Apple Music - as it stands - a bit underwhelming; it's a version of Spotify with its music streaming service, a bit of BBC Introducing with Connect and a bit of 6 Music with Beats 1” - Jeff Smith - head of music, BBC Radio 2 and 6 Music
The changing nature of radio
Young people tend to listen to radio much less as the media landscape is saturated with other products for them to consume (games, apps, numerous TV channels, streaming services, etc).
Also, people now expect to consume media products not in a linear fashion (you turn on the radio and hear what’s currently broadcast) but on-demand (streaming services such as Spotify, Amazon Music and Deezer).
There are many differences in the radio industry between the launch of BBC Radio 1 in 1967 and the global online marketplace we see today:
- More radio stations broadcasting (There are around 600 licensed radio stations in the country) and thousands of online broadcasters.
- Improved quality as radio moved from AM to FM and now to DAB (Digital Audio Broadcasting).
- Radio stations have become increasingly specialised (look at Absolute 60s, 70s, 80s, etc.)
- Many shows are downloadable on-demand (e.g. as podcasts), on a range of devices (e.g. using iPlayer on TV) and streaming-only ‘stations’ (e.g. Spotify ‘stations with no DJs')
Work through the following questions to complete your final Radio case study on Apple Beats Radio:
Background, industries and the impact of the internet
1) How have our music listening habits changed since 1960?
2) When did Apple Beats 1 Radio launch and what is it?
3) What is the difference between Beats 1 Radio, iTunes and Apple Music?
4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?
5) Why did Apple choose the three selected DJs for launch?
6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services?
7) How does the content of the Julia Adenuga show differ from Radio 1?
8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?
9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?
10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)
Audience
1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.
2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?
3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples.
4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?
5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?
Grade 8/9 extension tasks
Read this Computer World feature on Apple Beats 1 Radio. Why does it describe it as 'genius'?
Read this BBC interview with Julie Adenuga regarding her new role at Apple Beats 1 Radio. Why is she so influential in terms of breaking new artists?
Read this Fader interview with Julie Adenuga. Why is she the 'most trusted voice on UK music' and why did this appeal to Apple to hire her for Beats 1 Radio?
Finally, try this exam question on Radio: How far do you agree that Beats 1 and similar online providers are a threat to conventional radio stations?
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