{"id":105118,"date":"2025-07-03T16:37:18","date_gmt":"2025-07-03T15:37:18","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=105118"},"modified":"2025-07-03T16:39:18","modified_gmt":"2025-07-03T15:39:18","slug":"apple-music-vice-president-talks-streaming-2-0-artist-value-and-whether-price-rises-are-coming","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/apple-music-vice-president-talks-streaming-2-0-artist-value-and-whether-price-rises-are-coming\/","title":{"rendered":"Apple Music head talks Streaming 2.0, artist value, and whether price rises are coming"},"content":{"rendered":"\n<h2 style=\"user-select: auto;\"><span style=\"color: #3366ff; user-select: auto;\">As Apple Music turns 10, VP Oliver Schusser discusses the platform\u2019s artist-centric philosophy, what lies ahead, and why price increases aren\u2019t a given.<\/span><\/h2>\n\n\n\n<p>Earlier this week, Apple Music\u2019s Vice-President Oliver Schusser spoke with <a href=\"https:\/\/www.musicweek.com\/digital\/read\/oliver-schusser-on-10-years-of-apple-music-and-driving-further-creative-opportunities-for-artists\/092212\" target=\"_blank\" rel=\"noreferrer noopener\">Music Week<\/a> following the \u201cF1 The Movie\u201d premiere &#8211; an Apple Original film. Schusser opened up beyond the <a href=\"https:\/\/routenote.com\/blog\/apple-music-unveils-the-top-500-most-streamed-songs-on-the-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">special radio programes and the new LA artist studio<\/a> that will be opening to celebrate <a href=\"https:\/\/routenote.com\/blog\/apple-music-reveals-your-most-played-tracks-as-the-platform-celebrates-10-years\/\" target=\"_blank\" rel=\"noreferrer noopener\">10 years<\/a> of <a href=\"https:\/\/routenote.com\/blog\/how-to-get-my-music-on-apple-music\/\" target=\"_blank\" rel=\"noreferrer noopener\">Apple Music<\/a>. He also reflected on the platform\u2019s first decade, and perhaps more importantly, its plans for the next one.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"EqiadyLsjL\"><a href=\"https:\/\/routenote.com\/blog\/apple-music-unveils-the-top-500-most-streamed-songs-on-the-platform\/\">Apple Music unveils the top 500 most streamed songs on the platform<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Apple Music unveils the top 500 most streamed songs on the platform&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/apple-music-unveils-the-top-500-most-streamed-songs-on-the-platform\/embed\/#?secret=EqiadyLsjL\" data-secret=\"EqiadyLsjL\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3>Are Apple Music price rises coming?<\/h3>\n\n\n\n<p>With music streaming now reaching <a href=\"https:\/\/routenote.com\/blog\/us-recorded-music-revenue-growth-slows-in-2024-as-subscriptions-hit-100-million\/\" target=\"_blank\" rel=\"noreferrer noopener\">saturation in major markets<\/a>, there\u2019s growing pressure on platforms to raise prices to increase revenues. Many in the industry point out that today\u2019s average revenue per user is still well below the peak levels of music spending in the late 90s.&nbsp;<\/p>\n\n\n\n<p>However, Schusser isn\u2019t phased by these industry expectations to gradually increase prices. Instead, he makes it clear that Apple Music is focused on providing both great value for customers and empowering artists.&nbsp;<\/p>\n\n\n\n<p>Despite Apple Music being the first platform to <a href=\"https:\/\/routenote.com\/blog\/apple-musics-price-rise-to-10-99-month\/\" target=\"_blank\" rel=\"noreferrer noopener\">increase prices<\/a> a couple of years ago after adding Spatial Audio, Schusser believes it was a fair value exchange for the new feature. As the value to customers increased, so did the price.<\/p>\n\n\n\n<p>He also took time to double down on comments <a href=\"https:\/\/routenote.com\/blog\/apple-music-head-its-crazy-that-music-is-offered-free\/\" target=\"_blank\" rel=\"noreferrer noopener\">made last month<\/a>, strongly opposing the idea that music should be offered for free. He shades Apple Music\u2019s competitors in the process, as they\u2019re the \u201conly service that doesn\u2019t have a free service\u201d. This only shows Apple Music\u2019s focus on artists, which has been central to its mission since the beginning.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><strong>\u201cWe\u2019re completely and fundamentally against free music because the pay-per [stream] rates are just too small. It\u2019s unfair and it\u2019s not artist- and songwriter-friendly. We want everyone to be paid and compensated well.\u201d<\/strong><\/p><cite>Oliver Schusser, Apple Music Vice President via <a href=\"https:\/\/www.musicweek.com\/digital\/read\/oliver-schusser-on-10-years-of-apple-music-and-driving-further-creative-opportunities-for-artists\/092212\" target=\"_blank\" rel=\"noreferrer noopener\">Music Week<\/a><\/cite><\/blockquote>\n\n\n\n<p>So, is Apple Music planning to increase prices again soon? It sounds like any increases will only come when they can justify them with new features or meaningful improvements that actually add value for customers.&nbsp;<\/p>\n\n\n\n<h3>The next chapter: What does the future hold for Apple Music?<\/h3>\n\n\n\n<p>The music streaming world is pushing towards its next era- <a href=\"https:\/\/routenote.com\/blog\/what-is-streaming-2-0\/\" target=\"_blank\" rel=\"noreferrer noopener\">Streaming 2.0<\/a>. This next phase means a more premium experience for customers, smarter features, and the wider adoption of artist-centric principles. All in all, helping to drive more revenues too.<\/p>\n\n\n\n<p>In some ways, Schusser echoes these views. While other music formats have historically come and gone, he believes the streaming model is here to stay as it offers fans unprecedented access to music. Now the goal is to make that experience even better.<\/p>\n\n\n\n<p>As for Apple Music, that means tech. Schusser points to AI as the next big opportunity to improve the service, create more opportunities for artists, and maintain music\u2019s relevance. This ties into recent announcements from <a href=\"https:\/\/routenote.com\/blog\/apple-music-drops-fresh-features-at-wwdc25-animated-lock-screen-album-art-lyric-translation-lyric-pronunciation-and-more\/\" target=\"_blank\" rel=\"noreferrer noopener\">WWDC25<\/a>, where Apple revealed a host of new features for Apple Music. In particular: a new AI AutoMix tool that uses beat-matching to seamlessly transition between songs. Rumors have also been bubbling about <a href=\"https:\/\/routenote.com\/blog\/are-ai-powered-playlists-coming-to-apple-music\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI-powered playlists<\/a> too.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"1piVy7gqBJ\"><a href=\"https:\/\/routenote.com\/blog\/apple-music-drops-fresh-features-at-wwdc25-animated-lock-screen-album-art-lyric-translation-lyric-pronunciation-and-more\/\">Apple Music gets fresh features at WWDC25: Animated lock screen album art, Lyric Translation, Lyric Pronunciation, and more<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Apple Music gets fresh features at WWDC25: Animated lock screen album art, Lyric Translation, Lyric Pronunciation, and more&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/apple-music-drops-fresh-features-at-wwdc25-animated-lock-screen-album-art-lyric-translation-lyric-pronunciation-and-more\/embed\/#?secret=1piVy7gqBJ\" data-secret=\"1piVy7gqBJ\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>These new features are expected to roll out with Apple\u2019s upcoming software update in September. Could they come with a price increase? Possibly. Schusser&#8217;s comments suggest that Apple Music would only increase prices if the added value for customers justifies doing so.<\/p>\n\n\n\n<h3>Apple Music\u2019s mission<\/h3>\n\n\n\n<p>Whatever lies ahead, Schusser made one thing crystal clear: Apple Music is committed to providing customers with premium quality and supporting the people who make music.&nbsp;<\/p>\n\n\n\n<p>At a time where the industry is being disrupted by AI and Streaming 2.0, Apple Music\u2019s mission remains the same. Whether it\u2019s through a new studio for artists or new features, Apple Music\u2019s continues to champion: \u201cpremium features, premium quality, focused on music and focused on artists\u201d.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/routenote.com\/blog\/how-to-get-my-music-on-apple-music\/\" target=\"_blank\" rel=\"noreferrer noopener\">Did you know RouteNote offers free and unlimited distribution to streaming platforms like Apple Music? Start sharing your music with the world today!<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As Apple Music turns 10, VP Oliver Schusser discusses the platform\u2019s artist-centric philosophy, what lies ahead, and why price increases aren\u2019t a given.<\/p>\n","protected":false},"author":47,"featured_media":105119,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[568,5802,30738,30444,30739],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apple Music head talks Streaming 2.0, artist value, and whether price rises are coming - RouteNote Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/routenote.com\/blog\/apple-music-vice-president-talks-streaming-2-0-artist-value-and-whether-price-rises-are-coming\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apple Music head talks Streaming 2.0, artist value, and whether price rises are coming - 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