By music executives to have prompted Apple's potential deal with iHeartMedia is part of more aggressive moves by the company to grow Apple Music, with the leadership for the streaming music service seen iPhone producer to increase its efforts to work with record labels... Apple is reported to be considering investment in iHeartMedia, which is seeking way to manage over $20 debt. The potential investment may not be acquisition of shares, and instead could lead to U.S radio broadcaster promoting Apple Music, or even Apple's Beats 1 station being brought to traditional radio.. The talks with iHeartMedia is part of Apple's recent attempts to find new ways to broaden its audience, reports Financial Times, in in the way the company operates the division over the year. Apple stumbled out of the gate with product three years ago, one unnamed senior executive of a big three record label advises on Apple Music's relatively late to the music streaming marketplace.. only months ago, the change from Beats Jimmy Iovine being in control of Apple Music to August, by the rest of the industry... There's definitely changing of the guard, advised music label executive, noting the shift from the former high-cost strategy of gaining exclusive releases from major artists favored by Iovine favor of other ideas.. Apple's motives to change its Apple Music strategies is in part to help it compete against Spotify, its in the music streaming market. While Apple Music has managed to seize sizable portion of the market, with it estimated to have overtaken its in terms of paid customers North America, Spotify still has the audience of 191 million users in total and 87 million paid subscribers as of the start of November.. Potential deals such with people familiar with the negotiations suggesting both investment and partnership options are under consideration..
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