Music Ally has learned that Apple is currently paying music journalists to write copy for thousands of playlists – all of which could form the backbone of Beats when it finally relaunches. Professional music writers are being paid – handsomely, it must be said, by music press standards – to deliver succinct contextual copy around pre-created playlists.
Back in February, Apple advertised for an “editorial producer”, requesting the applicants have a solid background in music journalism.
There is no confirmed date for when any of this will go live, but we have been told the stockpiling has been happening for some time and that there are “thousands of different playlists” being created. We approached Apple with this story but the company said it would not comment on rumour or speculation. Apple poached Zane Lowe from Radio 1 in February to tap into his taste-making expertise and to lead a new emphasis on recommendation. The fact all the major labels have their own playlist services shows the importance the industry is placing on them as a way to both break new acts and reinvigorate catalogue.
Apple Music is continuing its global rollout apace, with a launch late last week in South Korea.


I have already featured some fan made posters for Star Wars: The Force Awakens, but more keep getting made. They are delivering around 50 words per playlist as the company looks to stockpile thousands ahead of the anticipated relaunch in June. This particular post will be based in Apple’s London office and has yet to be filled – but Music Ally understands that the playlist curation programme is currently being driven out of the US. Before its $3bn acquisition last year, it was working with name music journalists and DJs to beef up its recommendations. So this development is part of a wider strategy to fine-tune discovery in a way that its Genius tool only hinted at and which iTunes Radio has only scratched the surface of. Apple will be entering the streaming market behind a number of established players like Spotify, Deezer and Rdio (as well as new entrants like Tidal) and so it will have to debut with multiple points of differentiation. In it, you will find the warts and all story of what happened at Crowdmix and how it managed to spend ?14m without fully launching.
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The playlists cover a variety of areas – introduction to particular artists and genres, deep cuts by classic acts, playlists for sports workouts (across a multitude of genres) and so on. What is most significant is that Apple is now working hand-in-hand with a wide range of outside journalistic experts, possibly an idea brought into Cupertino by the Beats team. It appears playlists will be a significant part of that so that, when the new Beats goes live, users will have plenty of options to guide them through 30m+ tracks. I like how it has gone from the Samurai inspired lightsaber from the original films to a more medieval looking sword which looks like it is intended to cause maximum carnage.
In fact, the scenes from the trailer featuring the Sith dude did have more of a fantasy feel to it than the sci-fi moments.




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