The rebranding of Beats One to Apple 1 Radio marks the official phasing of the Beats brand
Apple has introduced two new radio stations alongside rebranding the Beats 1 global radio station inside Apple Music. The other stations are Apple Music Hits and Apple Music Country. These new stations will be hosted by a bunch of radio presenters and will feature programming from guests including Snoop Dogg, Meghan Trainor, the Backstreet Boys and more.
Apple Music Hits will feature the top songs spanning ’80s, ’90s and 2000’s, whereas Apple Music Country showcases the evolving nature of the country music genre. Daily on-air hosts will include Jayde Donovan, Estelle, Lowkey, Jenn Marino, Sabi and more. Additionally, there will be exclusive shows from artists like Backstreet Boys, Ciara, Mark Hoppus, Huey Lewis, Alanis Morissette, Snoop Dogg, Shania Twain, and more.
As mentioned above, Apple has also renamed its popular radio station Beats 1 to Apple Music 1. It will continue to offer continuous 24 hours DJ mixes, interviews, global exclusives and premieres, Apple Music 1 continues to be led by world famous presenters Zane Lowe, Ebro Darden, Brooke Reese, Dotty, Hanuman Welch, Matt Wilkinson, Nadeska, Rebecca Judd, and Travis Mills, from studios in LA.
It will also include some new shows featuring Lil Wayne, Travis Scott, Billie Eilish, Elton John, The Weeknd, and more. Apple Music 1 does not need an Apple Music Subscription but you do need to sign in to your Apple ID account.
Apple acquired the Beats brand in 2014 for $3 billion. It remains, the Cupertino-based company’s most expensive acquisition todate. Back in the day, when this happened Apple also ingested Beats talent like the legendary record producer Jimmy Iovine and Dr Dre. As a part of the acquisition Apple used the Beats One music streaming service as the foundation for Apple Music and integrated the Beats branding in the radio station.
Over the years, Apple Music has become the world’s second largest music streaming platform after Spotify and many believe Apple is on track to overtaking Spotify in terms of paid subscribers. According to reports, In 2019 there was around 68 million Apple Music subscribers.
On top of this, Apple continues to run the Beats headphone business as a separate brand which now integrates core Apple technology like its custom silicon in some wireless headphones.
In the last couple of years major executives like Jimmy Iovine have moved on from their duties at Apple. Apple’s focus towards even headphone or audio technology is also more focussed towards the core parent Apple brand with products like the AirPods becoming the world’s best selling headphones.
Many believe this marks the beginning of the end of the Beats brand as Apple starts to transition everything back towards its core brand.
As per Bloomberg report, Apple is also planning to bundle all their services such as Apple Music, Apple TV+, Apple News+, Apple Arcade and iCloud storage into different plans that provide consumers with a discount when clubbed everything together. The plans are reportedly called “Apple One”.
Words : Shreshth Sharma