Jimmy Iovine reveals more on Apple Music’s TV + Film expansions

Apple are planning a “significant new business” as they begin their journey into the world of original TV series and feature-length videos and films.

The Wall Street Journal recently revealed reports that Apple had some major ambitions for creating their own original video content, particularly for Apple Music subscribers. The news comes from our old friend; ‘People familiar with the matter’ but it’s no secret that Apple are delving into video right now, as Apple executive Jimmy Iovine has confirmed.

During the¬†Television Critics Association winter press tour Iovine explained what they aim to achieve, saying: “At Apple Music, what we’re trying to create is an entire cultural, pop cultural experience, and that happens to include audio and video. We’re going to do whatever hits popular culture smack on the nose. We’re going to try.”

Video isn’t a new format for Apple who in the past have created exclusive features for artists like Taylor Swift’s concert tour film, a documentary on Roland’s TR-808 drum machine, and upcoming shows like a spin-off series of the viral hit series – Carpool Karaoke.¬†It may be a move away from music but it’s a move towards bigger business, as Iovine says: “If South Park walks into my office I am not going to say ‘you’re not musicians’, you know?”

Apple and Iovine hope that with varied and original content they will be in a better position to take on streaming rivals, particularly free services like Spotify and Pandora. Iovine added: “We’re fighting free. So a simple utility where, ‘here’s all the songs, here’s all the music, give me $10 and we’re cool’, is not going to scale.”

We should expect Carpool Karaoke to start it’s Apple Music exclusive release sometime this year but when we might expect any other original Apple shows is anyone’s guess. Whilst news on Apple’s current video ventures is scarce ‘Vital Signs’ has been confirmed as another Apple Music series and will feature Apple Music executive and infamous rapper/producer Dr. Dre.

Head of Social Media and Marketing, RouteNote