Apple Music subscribers are now getting more for their monthly fee: music videos have been added to the streaming platform.
As well as exclusive ad-free music videos, users will have access to curated music video playlists and never-before-seen performances.
It follows comments by Apple Music chief Jimmy Iovine that streaming services are too similar.
“There's got to be more interaction between the artist and the audience,” he told the BBC this week.
Apple Music will now debut new, exclusive music videos from established artists and rising stars. Videos premiering exclusively on Apple Music today include A Tribe Called Quest’s The Space Program, Beck’s Colors, Kylie Minogue’s Stop Me From Falling, Sabrina Carpenter and Jonas Blue’s Alien, and a live performance music video of Evergreen from emerging artist Yebba.
The platform’s curation will extend to music videos with playlists including Today’s Video Hits, The A-List: Pop Videos, Classic Dance Moves. Subscribers can also build their own music video playlists, add their favourites to their library and download for offline viewing.
The move has been timed just as Spotify readies its IPO for April 3. Apple’s big streaming rival embraced vertical video last year and has made a move into original music content with a recording collaboration this month.