Apple Music pushes into live video with a free festival stream and a London venue
After Club Live in May, Apple's first video festival livestream from Head Trip suggests live programming is becoming part of its subscription pitch.
Apple Music streamed its first video festival livestream in October, broadcasting the main stage of Goldenvoice's Head Trip festival in Indio, California, on October 10 and 11. The stream was free and did not require a subscription.
Pollstar reported that Apple Music also launched a London venue where an artist can leave a show with a Spatial Audio recording, a broadcast-ready mix and multicamera video.
The move follows Club Live, an EDM series launched in May that streams sets from events such as EDC Las Vegas, and a Lady Gaga concert film that premiered free before moving behind the subscription. Pollstar argued that live programming works as marketing across Apple's wider ecosystem. Apple has not published viewing figures in the coverage reviewed.
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