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Thread: Apple to Utilize iTunes Radio to Help Promote Albums Before they Release

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    MMi Staff Writer Akshay Masand's Avatar
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    Default Apple to Utilize iTunes Radio to Help Promote Albums Before they Release


    Apple Senior VP, Eddy Cue, says that Apple will lean on the newly-launched iTunes Radio to help enhance discoverability for albums that make their streaming debut on the iTunes Store. When asked how much influence the success of streaming debuts had on iTunes Radio, Cue said the following:

    We certainly knew we would leverage it for iTunes Radio but the primary key to iTunes Radio was to create it custom for you. When you’re talking premiering song, what we’re doing iTunes Festival-wise, we knew iTunes Radio was a perfect place for that so it’s perfect alignment.
    Record labels seem to be choosing to stream albums ahead of their official releases in part to help combat leaks but also because data shows that streams have significant impact on album pre-orders. One of the music industry insiders told Billboard that albums “often see a two-to-five-time bump in pre-orders during these campaigns.” As of right now, two of the biggest album debuts of the year, Justin Timberlake’s The 20/20 Experience and Daft Punk’s Random Access Memories, which were streamed on iTunes prior to their release.

    Cue feels that iTunes Radio is a much more natural platform for the debuts than the iTunes Store, which seems to make sense. He had the following to say regarding the matter:

    It’s a huge improvement to do it on iTunes Radio because you don’t go to a store a lot. Hopefully lots of people will be listening to iTunes Radio a lot; from a discovery perspective it’s significantly better. I think when you go to a store and you go to the Justin Timberlake page and stream it from there, that’s great but that means you went to the store. iTunes Radio lets you discover it without you having to think about it.
    Source: Entertainment Weekly

    Twitter: @AkshayMasand

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