Music isn't just about listening, as MTV showed us with music videos all those decades ago, and now Apple Music is home to a huge collection, with plenty of exclusives promised, too.
Apple Music might have to change its name one of these days, given its the place to listen to various music and talk radio stations, and has a TV and Movies section where you can watch TV shows like Planet of the Apps and Carpool Karaoke, although to be fair, most of the content is absolutely music related.
Now, Apple Music already offered music videos, because I've seen and played them on the service before today's announcement, but Apple has told the world in a media release that, "beginning today, Apple Music subscribers can expect to see a lot more of their favourite artists, literally".
Apple explains that "Apple Music is now home to the best music video-watching experience available anywhere," and that "fans can enjoy new and exclusive music videos, curated music video playlists, never before seen performances and more — all completely ad free".
{loadposition alex08}Whether that's a subtle dig at YouTube, or not, I don't know, although if you pay for YouTube Red access, you're supposed to be able to avoid ads too.
In any case, Apple is absolutely upping the music video ante with its statement that "in addition to being home to one of the most extensive music video catalogues available, Apple Music will also regularly debut new, exclusive music videos from superstars and rising stars alike".
And naturally, Apple has some prime examples of this, stating that "videos premiering exclusively on Apple Music today include A Tribe Called Quest’s “The Space Program,” Beck’s “Colors,” Kylie Minogue’s “Stop Me From Falling,” Sabrina Carpenter and Jonas Blue’s “Alien,” and a live performance music video of “Evergreen” from emerging artist YEBBA".
Which reminds me of Fred Flintstone who said "Yabba Dabba Doo!" and the seemingly quintessential modern-day Australian statement of "Yeah but no but yeah", although both of those things surely have nothing to do with YEBBA.
So, if you're not sure where to start, Apple advises that "Apple Music will continue its tradition of delivering expertly-curated experiences with all-new, exclusive music video playlists showcasing decades of hits from popular genres and celebrated artists".
The explanation continues, with "video playlists available now include Today’s Video Hits, The A-List: Pop Videos, Classic Dance Moves and many more. Subscribers can also build their own music video playlists, add their favourites to their library and download for offline viewing anytime."
Want to know more? Check out your Apple Music app for Apple Music subscribers on iOS, Android and Apple TV, and on your Mac or PC, if you visit this Apple link, iTunes will open up to the new Music Videos section.
Apple also provided some video assets, which seem to be previews for the full content only accessible with an Apple Music subscription:
Def Leppard FULL Music Video Catalogue
“Stop Me From Falling” by Kylie Minogue
“The Space Program” by A Tribe Called Quest
“Alien” by Sabrina Carpenter x Jonas Blue