Apple is launching a YouTube game show starring musicians


Apple’s latest artist-marketing initiative is happening outside its Apple Music service: it’s on YouTube. ‘It’ being a video show called Play, Pause, Delete.

“A game show where we ask your favourite artists to make the tough decisions about music, culture, and everything in between,” as Apple explained it. “We’ll give them three options from a series of personalised categories and watch as they select one to play, one to pause on, and one to delete.”

The first episode is already live, featuring artist Coi Leray. We’ll be interested to see whether YouTube is the sole focus for the show, or whether it gets placement across Apple Music and Apple TV+ too (and perhaps even as an audio-only version on Apple Podcasts.)

In more artist news, Apple’s partnership with Kanye West continues: he’ll be holding a third listening party on 26 August, including an Apple Music livestream.

Written by: Stuart Dredge