Apple Music: The Integrated Radio Model for Music Consumption
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Abstract
Apple Music has emerged as a leading on-demand music service that, since its origins as iTunes, has consistently integrated radio into its online content offering. Since 2016, the platform has demonstrated a clear strategic commitment to online radio—not only through Beats 1, a 24-hour linear radio station hosted by presenters, renowned DJs, and even music industry personalities, but also by offering these programmes on demand, alongside themed stations organised by genre or mood, many of which are non-hosted.
Apple Music serves as a valuable model for examining how musical radio can be integrated into new consumption habits shaped by access, playlists, portability, mobility, and ubiquity. This case also offers insights into the kinds of content and new narrative forms platforms are capable of creating and adapting in order to carve out a distinct space within an ecosystem increasingly dominated by streaming services.
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