For Spotify, video has been mainly about short-form, looping clips to play in the background of tracks, as well as slightly longer interviews and footage to be inserted into playlists. For Apple Music, video has been more about much longer-form productions: documentaries and concert films. It’s one of the interesting strategic differences between the two services.

This weekend, Apple Music doubled down on its approach, launching a 72-hour ‘concert film marathon’ as part of its At Home With Apple Music initiative. It streamed concert films from a host of big artists: Lady Gaga, Coldplay, J Balvin, Camila Cabello, Metallica, Rage Against The Machine, Nirvana, Eagles, Bob Marley, Elton John, the Rolling Stones, Queen and more. Apple Music also launched a ‘Best Seat in the House’ playlist for each movie with the studio versions of the tracks featured. It’s a reminder of Apple’s ability to license this kind of content – and the fact that it could sit within Apple Music as much as within the video-focused Apple TV+ service.

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Stuart Dredge

Music Ally's Head of Insight

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