Apple Music TV: MTV with flipped birds and F-bombs

Apple new music video streaming service needs a parental guidance rating.

From Variety’s “Apple Launches ‘Apple Music TV,’ a 24-Hour Music Video Livestream” posted Monday:

Apple has launched Apple Music TV, a free 24-hour curated livestream of popular music videos that will also include “exclusive new music videos and premiers, special curated music video blocks, and live shows and events as well as chart countdowns and guests,” according to the announcement.

Apple Music TV will be available to U.S. residents only on the Apple Music app and the Apple TV app. It can be found at and in the browse tab in the Apple Music and Apple TV app.

The service premiered Monday morning (Oct. 19) with a countdown of the top 100 all-time most-streamed songs in the U.S. on Apple Music.

My take:  Loved MTV when it first launched. The videos were cool and I discovered a lot of new music. Watched enough Apple Music TV this morning to know that it’s not for family viewing—and not for me. But I’m clearly not the target audience. I’m 71 and I still listen to Bob Dylan and The Beatles.


  1. Gregg Thurman said:
    I’m 71 and I still listen to Bob Dylan and The Beatles.

    Shows you how much the music industry, is search of a dollar, had deteriorated over the years and out parents thought our music was trash. These aren’t artists the industry is pushing,

    Gotcha by 3 years.

    October 20, 2020
  2. Peter Kropf said:
    The ‘live’ aspect of this intrigues me.

    – Can’t fast forward or make choices.

    – Fans, worldwide, are watching the same ‘live’ show.

    – Definitely easy for a fan to stay engaged – no commercial interruptions..

    – Cost to Apple: Zero, each artist appreciates the ‘live’ exposure to 10M+ fans.

    October 20, 2020
  3. Bart Yee said:
    The reality is there may be a number of streams for different demos that Apple has. That said, music streaming is where the younger demo and the “cool kids” and aspirational cool kids are. So that’s where And what the Initial music scene Is going to be, for now.

    Can you imagine how Tim Cook, Williams and other management feels about the music personally? Maybe not their cup of tea, and maybe not ours, BUT, it’s not about what we want, it’s about what Apple’s users and customers want, listen to, and practically, would Want to pay for. My sons are early 30’s and everything they listen to, video games they play, And newer sensibilities are different but evolves from mine and my wife’s. And that’s ok!! Because they’ve proven trustworthy to run their own lives and make their own choices. And that’s where Apple is trusting and serving it’s customers.

    So many people say Apple isn’t innovative. So many claim big companies get old, stodgy, and stagnant, doing the same old same old. Yet Apple isn’t afraid to disrupt itself, repeatedly, and understand and move towards its customers‘ passions rather than only push A particular choice. That’s why long term vision along with big doses of understanding their users creates Apple services and opportunities.

    October 20, 2020
  4. Jerry Doyle said:
    I guess I am old fashioned too, since I grew up with Elvis, the Beetles and The Rolling Stones. There’s a grotesqueness about profanity in public, or even in private for that matter. What comes out of the mouths of some folk these days is as trashy as a Baton Rouge landfill. I watch some of the celebrity award shows periodically where the recipients espouse highfalutin virtuous humanitarian sentiments and in the same breath spew forth crap, fifth or flash their private parts while fornicating with their best friend’s spouse thus repudiating the very humanitarian virtues they pompously profess in public. In essence, this trash is who we are today as a society and it doesn’t bode well for the Apple brand. Is this behavior that far removed from porn. Apple is better than this public behavior. Something tells me Steve would not condone it.

    October 20, 2020
  5. Rodney Avilla said:
    “rather than only push A particular choice.”

    If Apple is launching several 24-Hour Music Video Livestreams, and this particular one is just 1 of several, then I would agree. But if this is the only 24-Hour Music Video Livestream that Apple is promoting, then they are ‘pushing A particular choice’.

    Apple does not have to ‘evolve’ toward pornography in order to avoid “getting old, stodgy, and stagnant.”

    October 20, 2020
  6. David Emery said:
    There are times when I think Apple is too selective in its markets, focusing on only the “hip young valued consumer.” iTunes/ is a total mess when it comes to Classical, and the iPhone Music app shows no respect for albums, supporting shuffle only by “song” (a mess for album-oriented Rock and Jazz, as well as Classical.)

    And there’s the time when I was treated as “know-nothing boomer” by a so-called Apple “Genius.”

    October 20, 2020

Leave a Reply