An early Christmas present for Taylor Swift fans: This is a highly awaited collaboration, involving the biggest tech company and one of the biggest music artists in the world. The streaming of the collaboration was established as a great opportunity for Apple to outdo its streaming competitors, such as Spotify.
The 2 hour World Tour documentary features behind-the-scenes footage, interview segments and a number of guest stars including Justin Timberlake, Selena Gomez and Mick Jagger.
The number one advantage of the collaboration is Apple’s benefit of providing exclusive content for its users, allowing it to surpass YouTube in the video department. It also comes at the ideal time of year, further increasing Christmas sales (which are already soaring), and encourages more users to subscribe with Apple Music. The actual video documentary is free; however it requires a subscription to Apple Music.
Although this is an explosive collaboration for both sides, the premiere of the 1989 World Tour Live on Sunday did not have an incredibly successful start –due to a number of technical issues being reported by users.
Subscribers of Apple Music reported problems with locating, loading the documentary and crashing issues. The Apple interface was also criticised by users for being too complex, and many also reported problems with locating the exclusive documentary –despite Taylor Swift ‘taking over’ the Apple Music library display.
Despite the initial drawbacks of the streaming, it is undoubtedly a major success for the renowned duo, and a great strategic step for Apple to strengthen relationships with artists and labels, and paint a brighter future for Apple Music.