This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Business News Digital Industry People
Zane Lowe “not sure” if Apple Music needs Beats 1
By Andy Malt | Published on Wednesday 30 September 2015
Zane Lowe said yesterday that he “hopes there’s a future” for Beats 1 within Apple Music, but right now he’s “not sure” that it’s needed.
Lowe was being interviewed at the Radio Festival in London by his former boss, Radio 1 controller Ben Cooper. Asked why the Apple Music streaming service even needed a more conventional radio station like Beats 1, the presenter responded: “I’m not sure it does”.
Admitting that they’re currently “making it up as we go along”, he added that he feels it’s “absolutely working right now … and over time we’ll find out why [it’s necessary]”.
Answers may come sooner rather than later though, as Apple Music’s free trial period comes to an end for day-one-adopters today. Yesterday the company sent out emails and push notifications to those users who have already switched off automatic payments for the service, urging them to commit to the £10 monthly subscription.
Beats 1 has been by far the most hyped and discussed part of Apple Music, and will remain available to non-paying users. If the radio station can hold onto and grow a userbase bigger than the on-demand element of Apple Music, but then persuade some of those people to upgrade to the premium service, well, then it would be serving a function for Apple, being a much cheaper to run freemium up-sell platform than that operated by Spotify.
If the radio service is too disconnected from the on-demand streams to achieve up-sell, well, then Lowe will be right to question whether the venture is actually needed long term.