Zane Lowe talked with Wired about the future of Apple Music:
There’s also the matter of how livestreams fit into the picture. After events with Shawn Mendes, French rap group PNL and Tyler the Creator, who did a live performance of his album IGOR, streamed on Apple Music the night before it came out, Lowe says “live music is definitely on the horizon” for the service. It’s all part of the team’s bid to “eventise” – his word – album launches. In the case of Tyler the Creator, “fans can tune in, then after watching it maybe you go to the album.”
When it comes to someone like Billie Eilish, who now has her own Beats 1 show, the Apple Music team realised that their pre-adds, which allow users to register their interest in an album before it’s out, had made people more invested in her March 2019 album When We Fall Asleep, Where Do We Go?