If you have not yet read it, take a few minutes to read Jim Dalrymple’s heartfelt critique of Apple Music, iTunes Match, and Apple’s embrace of Hip-Hop.
I do agree with a lot of Jim’s thesis, especially his points about iTunes Match and Apple exclusives. Rock and metal seem to have become second class citizens there.
That said, I have become more and more a fan of the overall Apple Music experience, warts and all. I love being able to share music with my kids via our family plan. There’s hardly a song I can think of that I can’t find on Apple Music. My kids share what they love, which keeps me up on newer music, and I get to share the roots music that informed and influenced the music they love.
I think Apple Music’s DNA is broadening, not narrowing. Though I do agree that Apple exclusives tend to be star-centric, with focus on trying to sign deals with the biggest names, that makes business sense.
But Apple Music is not abandoning other flavors of music. As I write this, I have Metallica’s newest (Hardwired to Self-Destruct) blasting direct from Apple Music to my MacBook Pro’s speakers.
As I make my way through the new releases on Apple Music, I see Disturbed: Live at Red Rocks, Sixx:A.M.’s Prayers for the Blessed, both mixed in with plenty of pop, jazz, country and, yes, plenty of hip-hop. That said, Jim’s point is certainly well taken. There’s way more hip-hop/rap than rock. The trend is clear.
I see this as a bit of a pendulum. The most highly represented music is driven by the personal tastes of the people running the show. That makes sense. Before Beats entered the equation, the pendulum swung the other way.
And with all that said, I hope that the folks at the top will read Jim’s editorial and take it to heart. The choices made with iTunes Match and Apple Music exclusives do matter. Don’t let your own personal tastes limit the Apple Music experience for those folks who skew different.