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Apple Music, Spotify, Amazon Prime Music and Deezer are going up against each other. With lots of money to be made, and the market for music streaming getting bigger by the day, can Apple’s service replace the current leader?
27/07/2016: James Corden-fronted Carpool Karaoke is to be shown on Apple Music in an exclusive first-window deal with CBS Television Studios.
The streaming service will show to programme worldwide. It is based on a segment of The Late Late Show With James Corden, which has become something of a viral sensation. Carpool Karaoke comprises 16 episodes with each one featuring a different celebrity singing songs from their personal playlist with Corden. The show also visits places meaningful to the guest.
A new episode will become available each week on the service. Production of the show is expected to start soon but Corden is not expected to be the main host, instead taking the role of executive producer.
“We love music, and Carpool Karaoke celebrates it in a fun and unique way that is a hit with audiences of all ages,” said Eddy Cue, Apple’s SVPof internet software and services. “It’s a perfect fit for Apple Music — bringing subscribers exclusive access to their favourite artists and celebrities who come along for the ride.”
21/07/2016: Spotify will be introducing programmatic ad buying in order to bolster the company's flagging revenues.
The company is partnering with digital ad tech brands AppNexus, Rubicon Project and The Trade Desk to let advertisers serve more targeted ads to the service's non-paying users.
"Spotify is taking the lead on enabling programmatic buying for audio by leveraging our powerful data and user insights in real-time," said Brian Benedik, Spotify's global head of sales.
"AppNexus is thrilled to be a key partner to Spotify as it extends into programmatic audio," said Michael Rubenstein, the president of AppNexus. "The AppNexus Publisher Suite is built exactly to help companies like Spotify to maximize monetization across all inventory formats -- display, native, video, and audio."
Programmatic advertising involves using software to automatically buy ad slots on web services based on specific criteria. Spotify will not only be offering advertisers a programmatic purchase environment, it will also be opening up its rich date stores.
This includes information on what users are listening to, as well as their age, gender, location and language. This will allow advertisers to target specific ads at specific demographics in real time. If you're listening to a running playlist, for example, they can serve you an advert for Adidas or Nike.
The move may help increase revenues from Spotify's free membership tier. While it has 70 million users, the ad-supported tier accounted for just over 10 per cent of the company's €1.95 billion in revenue last year. Instead, the vast majority came from paying subscribers.
Currently, Spotify is not a profitable business and reported a net loss of €173 million in 2015. The company will be hoping to plug these financial holes before it floats its IPO, which is rumoured to be taking place in 2017.
20/07/2016: According to five people interviewed by Bloomberg, Spotify could be on track to issue an initial public offering (IPO) in the second half of 2017.
Although the company wouldn't comment on the rumours, its drive to gain more customers fast, in order to make more money could be part of its plans to go public.
The Swedish company raised $1bn (£760m) in convertible debt from investors back in January, who valued the company at $8bn. However, as part of this investment, investors were given the option to convert their stakes into shares at a 20 per cent discount of the IPO price, but the longer it takes Spotify to go public, the higher the value of shares and the more the company will have to pay.
However, the company doesn't look to be the most profitable, losing money every year in its ten-year existence, despite doubling sales to $2.2bn last year.
It currently has more than 30m customers, but most of the money it makes from these customers paying a monthly subscription goes towards paying off record labels, including Universal Music Group, Sony Music Entertainment and Warner Music Group.
Other hints that the company could be looking to go public include its attempts at diversifying services. The company reportedly spent $250m (£190m) on research and development last year, including developing more accurate listener behaviour software and video.
“Spotify wants to turn into a broader experience,” says ReverbNation’s Doernberg. “It gets at a fundamental concern about the physics of the music business. There is a growing belief that these companies burn bright and burn fast.”
18/07/2016: Spotify could soon be forced to scrap its free tier if Apple succeeds in ushering in a new way to pay songwriters and publishers for streaming their music.
Apple's proposal submitted to the US Copyright Royalty Board, reports Billboard, suggests an 'all-in' statutory rate of $0.00091 per interactive stream. This equates to 9.1 cents per hundred plays/one download.
Currently, streaming companies pay songwriters and publishers around 10.5 per cent to 12 per cent of overall revenue, worked out using a complex formula.
The new system, if it goes through, would make it much more expensive for platforms such as Spotify (with its free tier) and YouTube, as they would no longer be able to pay out based on streams.
Without a free tier, Spotify would compete with the likes of Apple Music by encouraging people to sign up for paid subscriptions.
The US Copyright Royalty Board is still deciding on how it will pay songwriters and publishers from 2018 to 2022.
13/07/2016: Spotify is commissioning more original programming by popular musicians, as it buildings up and offering to rival Apple’s Beat 1 radio station.
AM/PM, the first of two new shows, will be hosted by artists such as Terry Hall of ska group The Specials, grime MC Tinie Tempah and electronic music pioneer Jean-Michel Jarre. Artists will discuss the music they listen to in the morning, before they get to work, and what they listen to in the twilight hours afterwards.
Meanwhile, another show, Secret Genius, will feature interviews with songwriters and producers behind hit songs. Names for this features already include James Blake, Ryan Tedder and Nicky Chinn.
These are not the first Spotify Originals. The Swedish music streaming service has been releasing original programming for some time, with event-focused curated playlists and the radio show-inspired In Residence series last year.
Beats 1 has been broadcasting since the launch of Apple Music in late June 2015. As well as former Radio 1 DJ Zane Lowe, the station has had guest spots from artists, including Drake, Dr Dre, Pharrell Williams, Charli XCX Lianne La Havas, Michael Kiwanuka, among others.
04/07/2016: Apple has hit back at Spotify for claiming Apple's rejection of a recent update to Spotify's iOS app, and a 30 per cent cut of in-app purchases, violates antitrust laws.
Spotify has argued that, since Apple launched its rival Apple Music service, the cut of subscriptions taken by the tech giant gives it an unfair advantage over its competition.
Apple, however, argues that it deserves to take a cut for the work required operating the marketplace, and Spotify is simply being treated the same way as any other app maker.
Bruce Swell, Apple General Counsel, said: "We understand that you want special treatment and protections from competition, but we simply will not do that because we firmly adhere to the principle of treating all developers fairly and equitably."
02/07/2016: Apple is in talks to scquire Tidal, Jay-Z's rival streaming service, according to reports from the Wall Street Journal.
According to rumours, negotiations are currently in the very early stages and might not result in any deal going through, but Apple is looking to purchase Tidal in a bid to get the benefits it enjoys with exclusive streaming rights with artists such as co-owners Beyonce and Kanye West.
Tidal has recently secured exclusive deals for Beyonce's Lemonade and West's The Life of Pablo, with the albums not reaching Apple Music and iTunes until much later.
01/07/2016: Spotify has hit out against Apple for its app store subscription policy, which was recently changed to offer an 85/15 split to developers who keep customers for over a year.
In a letter to Washington (via Re/code), Spotify criticised Apple for being anti-competitive by rejecting the Spotify app's latest update, the company alleging the move was to encourage sales of Apple's own Apple Music subscriptions.
Spotify wants to sell in-app purchases outside of the current system, which would see Apple take a 30 per cent revenue cut.
"This latest episode raises serious concerns under both US and EU competition law," Spotify general counsel Horacia Gutierrez said in the letter. "It continues a troubling pattern of behaviour by Apple to exlude and diminish the competitiveness of Spotify on iOS and as a rival to Appe Music, particularly when seen against the backdrop of Apple's previous anticompetitive conduct aimed at Spotify... we cannot stand by as Apple uses the App Store approval process as a weapon to harm competitors."
20/06/2016: Spotify has published a dedicated LGBTQ category bringing together LGBTQ artists and advocates.
The category, simply known as Pride, collects a series of curated playlists from LGBTQ artists and advocates from range of music genres, including pop, dance and Latin. Some of these playlists, labelled #PressPlayForPride, will also have personal commentary from LGBTQ artists, too.
Some of the featured artists include Olly Alexander of Years & Years, MNEK, duo Tegan and Sara, and up-and-coming electropop produced and singer Shura.
17/06/2016: Rumours that Spotify may be moving closer to floating its IPO are doing the rounds, as news emerges that the company has hired Paul Vogel as its head of investor relations.
The long-time Wall Street insider has held positions at Barclays and Morgan Stanley, and has now become the first person ever to lead Spotify's IR department.
Currently, Spotify has barely a handful of investors to relate to, which makes the position somewhat redundant. However, Recode's Pater Kafka has suggested that the hire indicates Spotify is soon going to become a publicly traded company.
This suggestion is lent further weight by the terms of a billion dollar debt financing agreement Spotify reached earlier this year. Convertible debt - as opposed a round of equity funding - means that in exchange for their money, investors receive their shares at the next stage of funding, rather than right away.
However, as part of Spotify's $1 billion convertible debt deal with investors from TPG, Dragoneer and Goldman Sachs, the investors get a 20 per cent discount on their equity conversions once the company floats its stock.
More importantly, if Spotify does not IPO within a year of the deal, that discount rises by 2.5 per cent every six months. This gives Spotify a very strong motivation for wanting to begin its IPO sooner rather than later.
Spotify confirmed Vogel's appointment to Cloud Pro, but declined to comment on whether or not the news indicates the company will shortly be floating its IPO.
16/06/2016: Spotify has twice the number of UK users than rival streaming service Apple Music, according to new research.
Data compiled by YouGov on behalf of Zuora analysed subscription services for music, video, software and magazines in the UK, MusicAlly reports.
The stats claim that 11 per cent of all people in the UK have a Spotify account, which is equivalent to approximately 5.7 million people. Of those people, 3.6 million are paid subscribers.
Meanwhile, five per cent of the UK subscribes to Apple Music, according to YouGov, which works out as 2.6 million people.
Its paying users are also lower than Spotify’s equivalent, with one million paying subscribers in the UK so far – a figure that accounts for 6.7 per cent of Apple Music’s global total.
Both Tidal and Microsoft’s Groove Music (Xbox Music) are both under its one per cent threshold for paying subscribers, YouGov said, along with Rdio, which has shut down, and YouTube Music Key, which is not available in the UK yet.
13/06/2016: Apple Music app revamped for iOS 10
Apple has announced a complete overhaul of its music streaming service at its WWDC conference.
Bozoma Saint John, Apple Music's head of global consumer marketing, said the new Apple Music is “easier to navigate”, maintain most of the launch layout, but adding quick access channels that users are already familiar with from their offline iTunes library.
The Recently Added section and Downloaded Music now have prominent positions on a new landing page.
The For You section, now includes lyrics and daily curated playlists, known as the Discovery mix. Elsewhere in the app, further navigation menus have been added to help users move find what they are looking for on the Radio section and song displays themselves.
Connect, the social networking-like channel now appears to have been dialled back.
The service now also includes lyrics and a daily curated playlist in the "For You" tab. The social network-style Connect feature appears to be greatly diminished as well.
Apple executive Eddy Cue told said the company’s music streaming service, which launched one year ago WWDC 2015, has accrued 15 million paying subscribers.
Unlike rival service Spotify, Apple Music does not offer a free tier of service.
The new version of Apple Music will be available for iOS 10 this autumn.
You can read more about the announcements from WWDC on our sister site, IT Pro.
07/06/2016: Spotify hires former Lady Gaga manager
Spotify has hired former Lady Gaga manager Troy Carter to help it get exclusive deals and create new content.
According to a report by Hits Daily Double, Carter will become the streaming service’s global head of Creative Services. The role comes as Spotify gears up its fight against Apple Music and Tidal for stars. Carter’s role will be similar to one held by Jimmy Iovine, co-founder of Beats Electronics, at Apple.
He will report to Stefan Blom, Spotify's chief content and strategy officer. Carter also has a reputation for being a prolific tech investor in firms such as Uber, Dropbox and Spotify through his firm, Atom Factory.
06/06/2016: A Dutch photographer is claiming copyright infringement over an image of Notorious B.I.G. on Spotify's artist page.
Dana Lixenberg has reportedly filed a copyright infringement lawsuit against the streaming service demanding profits, damages, costs and attorneys' fees for using her photograph without permission.
"Not content to solely rip off the musicians on whose backs Spotify has built an 8 billion dollar company, Spotify has expanded its efforts to also include ripping off photographers," states a complaint filed by Lixenberg in California federal court.
According to the complaint, the image was supplied by All Media Network, which is named as a co-defendant in this action, according to the Hollywood Reporter.
"A comparison of the Subject Photograph with the Accused Image reveals that the elements, composition, colors, arrangement, subject, lighting, angle, and overall appearance of the images are identical or at least substantially similar," the complaint also states.
03/06/2016: Apple Music and iTunes users have claimed they still cannot access their cloud-based Apple Music Library and iTunes Purchases, despite Apple claiming it has rolled out a fix.
The problem meant users of the digital music service were told to "Join Apple Music," whether they had already signed up or not, while other customers said the error caused their music libraries to disappear.
In other cases, the app just crashed and when re-opened, it would ask to re-sign up via iOS.
iTunes users were presented with an error message saying, "Unable to connect to iCloud Music Library" when launching the application or trying to start a track playing.
9to5Mac reported that force quitting the app and then re-starting it had worked for the writer, but this doesn't seem to be working for everyone.
Andrew Abernathy echoed these complaints: "Had to quit iTunes so it would stop interrupting me every few minutes to say "Unable to connect to iCloud Music Library", and Her Navy said she had lost some of her playlists: "I turned off 'iCloud music library' then when I turned it back on some of my playlists loaded and some didn't @AppleSupport @AppleMusic."
Scott Computer claimed it was also affecting iTunes Purchases, telling 9to5Mac the issue seems to be more widespread than the company originally thought.
Some users have presumed the problems may be related to an iTunes and Apple Music refresh rumoured to launch in the coming weeks, although Apple hasn't commented on the issues or whether an update has affected it.
24/05/2016: Spotify fails to turn a profit despite high user growth
Spotify's revenue hit £1.5 billion over the past year, but the music streaming service is still searching for a profit.
The company said its user base had grown to 28 million paying users, and monthly active users rose 50 per cent to reach 89 million, but net losses rose by seven per cent to £132 million year-on-year for the platform, as it spent more on marketing to fend off rival services like Apple Music.
Spotify paid £1.24 billion to the music industry last year in royalties and distribution fees.
16/05/2016: Apple has responded to reports that users’ personal music libraries have been deleted by iTunes, and has said a fix is on the way.
“In an extremely small number of cases users have reported that music files saved on their computer were removed without their permission,” an Apple spokesperson told the Loop.
“We’re taking these reports seriously as we know how important music is to our customers and our teams are focused on identifying the cause. We have not been able to reproduce this issue, however, we’re releasing an update to iTunes early next week [beginning May 16], which includes additional safeguards. If a user experiences this issue they should contact AppleCare.”
Earlier this month, creative services worker Jake Pinkstone wrote a blog post blaming Apple Music for deleting 122 GB of his personal music collection without his permission after he signed up to the service. Pinkstone’s music was deleted after his music library was scanned by Apple to make his songs available across his devices on Apple’s cloud service.
Further confusion ensued when an Apple support representative told Pinkstone Apple Music’s matching system was “functioning as intended” – contradicting Apple’s support page.
Apple has reportedly been unable to reproduce the issues itself but is believed to have narrowed the issue down to iTunes, rather than Apple Music.
The fix may be forthcoming in the next iTunes update. The service is also expected to receive a significant redesign on, or after, Apple’s upcoming WWDC conference in June.
12/05/2016: An Apple spokesman has denied reports that the company is to shut down its iTunes Store within two years, replacing it with the Apple Music streaming service.
The original report came from Digital Music News, which said that Apple is planning to stop selling music downloads via iTunes in order to focus its efforts on a monthly subscription model for Apple Music.
It claimed that a timeframe of between two and four years (maybe longer) was being considered for this shift, and quoted an Apple executive allegedly saying: "Keeping [iTunes music downloads] running forever isn't really on the table anymore".
However, Apple's Tom Neumayr said in a statement to Recode that report is "not true," though he would not expand upon his comment.
Downloads have been declining in recent years, the site adds, but it remains to be seen whether Apple will eventually choose to abandon iTunes altogether.
10/05/2016: Spotify’s growth has accelerated since rival music streaming service, Apple Music, launched last June, a senior executive has said.
The Swedish music service has kept the heat on Apple, whose own music service is natively available to millions of iOS users, by attracting a greater number of subscribers, despite it not making money directly from the majority of them.
"It's great that Apple is in the game. They are definitely raising the profile of streaming. It is hard to build an industry on your own," Jonathan Forster, a Spotify vice president and one of its first employees, told Reuters.
"Since Apple Music started we've been growing quicker and adding more users than before. It would be terrible if we were just taking each other's users or to learn there was just a ceiling of 100 million users - I don't think that is the case."
Spotify, which launched 10 years ago, now has close to 100 million users in over 59 markets. Some 30 million of those subscribers pay for the service.
By comparison, Apple Music reportedly has 13 million, but does not offer a free tier of service.
05/05/2016: Details of the recently announced Apple Music overhaul have been revealed, with the streaming music service set to launch a redesigned user interface, new functions and simplified versions of some existing features.
The updated user interface will utilise a black and white design instead of the current colourful one, reports 9to5Mac and album artwork will be larger. Apple also plans to update applications, OS and websites with its own font.
Another feature, 3D Touch, will be included in the redesigned app, which will also offer more shortcut previews, but the social Connect feature will reportedly remain as is.
The 'For You' section will undergo the biggest change, using similar algorithms to the Apple Music recommendations engine and ditching the 'New' tab in favour of 'Browse'.
It is widely thought that this update will be released at this year's WWDC.
04/05/2016: Apple Music is set to receive a massive overhaul after a mixed response from its first year, according to sources.
One of the primary targets will be the user interface, Bloomberg reports, which will be made much more intuitive and easy to use.
Also in the pipeline are expansions to its Beats 1 radio service, which is expected to be joined by additional sister stations.
The shake-up comes as Apple Music nears its first birthday. The service was announced at Apple's Worldwide Developer Conference last year, which is where the new changes are rumoured to be unveiled.
Apple Music has received something of a mixed response since its launch. While it has garnered praise from music lovers and Apple fans, its subscriber numbers still trail behind main rival Spotify.
The birth of Apple Music also proved to be a fractious process for the company's staff, causing several key Beats executives to depart, including product head Ryan Walsh and former Beats Music chief executive Ian Rogers.
The new and improved Apple Music will now be fronted by Trent Reznor (of Nine Inch Nails fame) and content head Robert Kondrk.
29/04/2016: Apple has updated the Android version of its music service to add support for watching music videos and a family subscriptions option.
Apple Music for Android now offer users the means to view music videos, such as Taylor Swift’s live 1989 World Tour video, as well as videos from the iTunes catalogue.
Apple’s global radio station, Beats 1, already runs exclusives interviews and videos for its subscribers. According to Recode, Apple is also planning on launching its own music show via Apple Music, to be hosted by rapper-cum-Apple-exec Dr Dre.
The latest update has also added family subscriptions for Android. Users can now subscribe to Apple music from £14.99 a month, which allows up to six family members to access content from the service.
This is the first major update for the Android version of Apple Music since its release in November 2015. Music video support and family subscriptions were both present on the iOS version of the service since its original release in June 2015.
Apple Music for Android can be downloaded from the Google Play Store.
27/04/2016: Spotify laments Tidal's Beyonce exclusive
Beyonce's latest album, Lemonade, has pitted rival music streaming services Spotify and Tidal against one another after the record was made available exclusively to subscribers of the latter.
Since being released during HBO's premiere of Lemonade's video companion on Saturday, the album has become available to purchase on iTunes, but streaming rights remain exclusive to Tidal.
"We believe long-term exclusives are bad for artists and they're bad for fans," Jonathan Prince, global head of communications and public policy at Spotify, told Mashable. "Artists want as many fans as possible to hear their music, and fans want to hear the music they're excited about - exclusives get in the way of both.
"Of course, we understand that short promotional exclusives are common, we don't have a total policy against them, and we certainly respect the choice of artists to decide what's right for them."
Beyonce joins artists such as Prince, Taylor Swift and Adele in making their music unavailable to stream on Spotify.
26/04/2016: Spotify has denied being hacked, after hundreds of users' account credentials were found dumped on Pastebin.
The list, found on the text-post site by TechCrunch, reportedly contained details such as email addresses and passwords, subscription type, and auto-renewal date.
The company, however, has vigorously denied that an intruder has compromised its database. "Spotify has not been hacked and our user records are secure," a spokeswoman said.
She also noted that the credentials could have come from a number of prior data leaks and that confirming the legitimacy of an info leak takes time.
"We monitor Pastebin and other sites regularly. When we find Spotify credentials, we first verify that they are authentic, and if they are, we immediately notify affected users to change their passwords."
While the company claims this data did not come from a recent breach, it would appear that it is from Spotify's database, given that subscription information was present alongside basic login credentials.
As yet, however, the specifics regarding who exfiltrated the list and when remain unknown.
Cloud Pro would advise anyone who suspects they might have been hacked to change their login details as soon as possible, and to always use best security practices wherever possible.
25/04/2016: Spotify has teamed up with HBO to tell you which Game of Thrones character you are, based on your music tastes.
Game of Thrones music supervisor Evyen J. Klean worked on the project with Spotify, ensuring that each character's music profile suits their personality as closely as possible.
Ned Stark apparently listens to classic rock and folk, while 'faceless man' Jaqen H'ghar has a penchant for hip-hop and psychedelia.
Just visit the mini-site and pick your five favourite bands or artists to get your result. If you're an existing Spotify user, you can just connect your account to automatically find your match.
Game of Thrones trivia fans won't be surprised to learn that a listening history of electro and EDM will pair you with loyal Stark simpleton Hodor, with actor Kristian Nairn having a successful career as a progressive house DJ.
Game of Thrones is evidently a popular target for fun, big data-based distractions, as a Munich university also used predictive analytics to determine which character would be first to bite the dust in the new season.
20/04/2016: Apple Music has gained another advantage in its fight against Spotify, with the arrival of a new app that lets users import their playlists from Spotify to Apple Music.
The app, SongShift, is available for anyone running iOS 9.3 or later, and means that Apple Music users can now take advantage of all Spotify’s carefully-curated playlists, which are compiled using a mixture of big data analytics and human editing.
For a complete guide on how to import all your Spotify playlists to Apple Music, read our full tutorial here.
13/04/2016: Spotify could move its operation out of Sweden if the country's government does not take steps to improve housing and education, the company's founders said in an open letter.
Swedish founders Daniel Ek and Martin Lorentzon wrote an open letter to politicians, criticising the lack of affordable housing in the capital city of Stockholm, where the firm is headquartered.
An influx of immigration, coupled with heavy regulation of the market, means that young people are now waiting up to 10 years for a rental apartment, and paying up to three times as much in rent compared to 20 years ago.
New rental properties need to be built in the city, the founders wrote, as young professional talent is being driven away by the issue.
"To require young people who come to a new country to immediately buy an expensive condominium reduces the attraction," they said, adding "now is the time for action".
They also stated that coding should be taught to Swedish children at a much earlier age and that taxes on its staff stock options were preventing the company hiring overseas talent.
The pair even threatened to move their expansion plans to New York. The company is planning to hire thousands more employees to fuel its growth, the letter reads, but Sweden will be deprived of these jobs if the situation does not improve.
11/04/2016: Apple Music has revealed that Drake's new album will be exclusive to its platform, marking a major coup over rival Spotify.
The hip-hop sensation - who recently signed to British grime label Boy Better Know - is Spotify's seventh-largest artist, racking up a mammoth 21.5 million listeners every month despite not having released an album since 2013.
However, both Drake and Apple have confirmed that the artist's forthcoming record, Views From The 6, will be an Apple Music exclusive. The first two singles from the album, Pop Style and One Dance, are also exclusive to the service.
Neither Drake nor Apple have revealed whether the album will be a full exclusive, or if it will eventually arrive on rival platforms like Spotify and Tidal.
Drake has an established relationship with the company, which paid for his smash hit Hotline Bling video in its entirety.
On the other hand, when Kanye West first released The Life Of Pablo (exclusively on Tidal), he tweeted that it would "never never never be on Apple" or other Tidal competitors.
Six weeks after launching on Jay Z's streaming service, that tweet is gone, and Kanye's album is available on both Spotify and Apple Music.
If Views comes to Spotify a couple of months after it hits Apple Music, the company is unlikely to be too worried. If Drake follows the examples of Taylor Swift and others by moving his entire collection to Apple Music, however, Spotify could become nervous about others following suit.
05/04/2016: Taylor Swift has appeared in a new advert for Apple Music, taking a tumble on a treadmill.
The pop star had been one of the most vocal celebrities to come out against a music streaming service, famously pulling her songs from Spotify last year. She was set to do the same to Apple's streaming service until the tech giant committed to paying artists during the trial period of its service.
The new advert, which debuted on April Fools’ Day, sees Swift tuning into hip hop track ‘Jumpman’ by Drake & Future, and rapping along to the song as she runs on a treadmill.
See the video below for what happens next.
The video has so far garnered more than 11 million views since it went live on Friday.
30/03/2016: Deezer, the France-based music streaming service, dropped its plans for an IPO offering last year because of “volatile” conditions in music streaming market, the company’s CEO has said.
Deezer made a U-turn on its expected IPO plans in October last year.
Today, Hans-Holger Albrecht, CEO of Deezer, told Bloomberg: “There were two issues at that time: the [music streaming] market started to get very volatile, and tech companies – like us – always need good market support.
“Secondly, it was just a few months after the Apple [Music] launch, and there was a lot of impact there, [in addition to] some concerns about other peer groups, like Pandora for example, which didn’t make the environment easy.”
Deezer’s decision to halt its IPO plans came after US radio streaming service, Pandora, saw its stocks plummet, and forced it to make a $90 million settlement with record labels.
Deezer raised over €100 million in January from its shareholders, which include French telecoms group Orange and Access Industries.
Albrecht said Deezer, which has been around since 2007, and is currently the biggest music streaming service in France, focuses on a personalised experience more than its competitors – particularly with its specially-design curation algorithm, called Flow.
Albrecht explained that Deezer has been built on a partnership model with telecoms companies, such as Orange and Vodafone.
He hinted that his company would like to explore the same opportunities with US telecoms providers, such as AT&T, “once the US opens markets up for those kind of deals”.
He also emphasised the music service’s footprint in emerging markets, such as Africa, Asia and South America, and, said the service pays labels and artists their own local currency.
In his view, the services biggest problem is “a struggle to make users understand what a superior product Deezer has”.
22/03/2016: Spotify has reached 30 million paid subscribers worldwide, CEO Daniel Ek has confirmed on Twitter.
The figure has climbed by a third since June 2015, when the service revealed it had 20 million paid subscribers.
That announcement came just prior to the launch of Apple Music at the end of June, with Apple's rival counting over 11 million paid subscribers.
Ek also said there are 75 million users of Spotify's free service – a tier not offer by Apple Music.
Spotify’s lift in paid subscribers follows the French streaming service Deezer, which raised over €100 million in January to expand its effort, and grow its base of six million subscribers.
14/03/2016: Spotify has reaffirmed its commitment to Windows Phone after rumours suggested it was dropping support for the operating system.
Someone purporting to be an official customer support representative of the company commented on a post on WishAppList – a site where fans can ask developers to move their apps to the Universal Windows Platform.
The rep supposedly confirmed that “Windows Phone 8.x is no longer supported” by Spotify, meaning that no new features would be added, and no bugs would be fixed.
“You can still use our Spotify application on the associated devices,” the rep said, “but it will no longer receive any further updates”.
When asked by Cloud Pro, however, the company refuted this claim. "Our main goal at Spotify is to offer the best music experience on the market,” a spokesperson said, “covering all platforms”.
“We will continue supporting the Windows Phone 8.1 experience moving forward,” they confirmed, and added that “we are actually improving our support for Windows 10 in our coming update 5.2, which will be available starting today".
The company has declined to comment on whether or not it will be moving to the Universal Windows Platform.