Beats1 CSP

1) How have our music listening habits changed since 1960?
Now, we listen to music on demand via streaming services rather than buying records (how they did in the 60's). If we do own music, it will most likely be digitally. Most of the time, we listen to music personally rather than listening to music communally because we have headphones/earphones/airpods.

2) When did Apple Beats 1 Radio launch and what is it?
Apple Beats1 Radio launched in 2015. It is a free to listen to, global and an 'always on' radio station wholly owned by Apple.

3) What is the difference between Beats 1 Radio, iTunes and Apple Music?
Beats 1 Radio - A radio station, iTunes- an online library where you can own media like movies and albums.

4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?

5) Why did Apple choose the three selected DJs for launch? 
The three DJs (Julie Adenuga, Zane Lowe and Ebro Darden) are established so they bring a loyal fanbase to Beats 1. They also bring reputation as 'tastemakers'. The audience can form personal relationships (Blumler and Katz) with the DJs, this is something that their competitors (Spotify and Deezer) don't offer.

6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services? 
Other streaming services are essentially radio without DJs, they audience cannot form a personal connection with any DJs because they don't have any. This gives Beats1 a competitive edge.

7) How does the content of the Julia Adenuga show differ from Radio 1? 
Julie Adenuga plays mostly indie and grime on Beats1 whereas Radio 1 is primarily a pop station.

8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?

'Tastemakers' like Julie Adenuga enable people to listen to whatever music she recommends, so at least in the niche music industries of grime and indie, Beats1 may have the power to make or break new artists.

9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?

10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)

Audience

1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.
The target audience for Beats1 is from 16 to around 35, mostly reformers and explorer personality types will listen Beats1.

2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?
There is a strong sense of personal identity as Julie Adenuga's hosting style is very casual and she comes across like a London music fan just like some of the audience.There is also the audience pleasure of personal relationships as the audience will have their favourite Djs that they will want to listen to on Beats1.

3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples. 

Song suggestions via social media (not a big driver as the Beats1 twitter only has 565k followers)

There is a mixtape segment where the audience can submit songs

You can buy the music you hear and put it in your own playlist


4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?
Beats1 mostly plays indie and grime, more niche genres of music and therefore, it is targeted at a more niche audience.

5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?
I think Beats1 will be popular within the niche audience that it caters to but the majority of the younger audience listens to pop, which is not showcased through Beats1.