Apple Beats 1 Radio CSP

Background, industries and the impact of the internet

1) How have our music listening habits changed since 1960?

Our music listening habits have changed since 1960 by us not using the radios unless we're in the car, and instead listening to music on-demand (e.g. Amazon music, Spotify and Deezer). 

2) When did Apple Beats 1 Radio launch and what is it?

Apple Beats 1 Radio is is a 24/7 music radio station owned and operated by Apple Inc. It first launched in 2015.

3) What is the difference between Beats 1 Radio, iTunes and Apple Music?

It doesn't have on-demand listening or skips; rather, it's more of a traditional live radio broadcast.

4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?

To gain more control of the streaming market: Apple already has a loyal and substantial consumer base through iTunes. Apple Beats 1 is another method of keeping Apple customers away from competitors such as Spotify, Deezer, Amazon Music etc.

5) Why did Apple choose the three selected DJs for launch? 

So that established DJs who will bring their own fan base –  there are ‘guest’ DJs who are well known singers and groups. 

6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services? 

Beats1 sells itself on the quality of the DJs and in this it is different to Spotify, Deezer and Amazon Music as it allows the audience to develop Personal Relationship (Blumler and Katz) with the DJs. 

7) How does the content of the Julia Adenuga show differ from Radio 1? 

 London DJ from former pirate station Rinse FM - expert on grime music 

8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?

Beats 1 demonstrates emerging, future developments in the media and provides an opportunity to study issues linked to ownership, globalisation and convergence. 

9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?

"A rising tide lifts all boats" is the expression, and I think it's good for the radio industry that a tech company so used to changing the way we operate as human beings - with iPads and smart phones - wants to do radio. Having a presenter tell you "this is the next big tune that you need in your life" is so much more engaging and exciting than a streaming device."

10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)

“Beats 1 isn't about radio, it's about music. Most radio stations offer local news, travel, information and entertainment so Apple's new single radio station won't have much of an impact on most of them. People who listen to local radio generally don't listen for the music. However, specialist music stations such as 1Xtra, Kiss, 6 Music (and to an extent, Capital and Radio 1) will be more at risk.” - Roy Martin - managing editor, Radio today.

Audience

1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.

Content exclusive to Beats1 such as Taylor Swift back catalogue (which is not available on Spotify).  Artists sign exclusivity deals with certain online providers.  This does influence what music DJs can play as artists who have signed up to Apple may get preference.

2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?

Personal relationship-As they could become a fan and develop a relationship with the DJ's a star guest appearances.

3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples. 

The audience are listening passively as there are no opportunities to phone-in or speak directly to the artists while they're on-air. However, there is some active listening as listener can actively add songs they hear to their library and playlists. 

4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?

Apple Beats 1 was marketed as a globally interactive radio which anybody could enjoy, however, their DJs are incredibly specialised, and it could be argued that the station is specialised and targeted at a niche audience of hip/hop listeners. This is different from Radio 1 which was a very mainstream radio station that played popular music for a mass audience.

5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?

I believe Apple Beats will not be extremely popular like other cheaper options (Spotify), but it will gain quite a large following and potentially pose a threat to music-specific radio stations like Kiss FM. However, due to the open and extremely personalised nature of streaming services radio is at risk of becoming obsolete.