Radio: Apple Beats 1 radio CSP case study

Background, industries and the impact of the internet
1) Apart from not using a traditional radio as much, our musical listening habits haven't really changed that much.

2) Apple Beats 1 Radio launched in 2015 and it is an online radio.

3) Beats 1 is a radio that you can listen to live for free but have to pay for Apple Music to listen to offline, Apple Music is an online app that you have to pay for a subscription, I-Tunes is a free to listen app/music library where you have to pay to keep songs.

4) Apple was keen to compete with spotify and other music apps as this was a big industry where it was easy for them to get a lot of money.

5) Zane Lowe: poached from Radio 1
Ebro Darden: from New York radio station Hot 97
Julie Adenuga: London DJ from former pirate station Rinse FM - expert on grime music

6) The use of DJs differs from Spotify, Amazon Music and other streaming services as they are more human and help to connect emotionally to music and personalities and people are always looking for emotional connections.

7) Julie Adunega's content differs from Radio 1 as she included interviews and podcasts as well as a huge selection of great music.

8) Beats 1 radio gives Apple the power to make or break new artists as they introduce many new artists to an audience and whatever they say about it would affect their audiences views greatly.

9) Many industry experts didn't think it would be a success because radio was dying medium with a really low young audience.

10) While Apple Beats 1 Radio could be a threat to traditional media types as Apple itself have many loyal customers, it also wont pose a threat as it is a more niche medium.



Audience
1) The target audience for Beats 1 and Julia Adenuga in particular is middle class young adults and teens from ages 15-29 who are more explorers and mainstreamers.

2) People listen to Beats 1 for audience pleasures such as:
Diversion- Music
Personal Identity- Layed back personalities such as Julie Adunega
Personal Relations- A connection with personalities such as Julie Adunega
Surveillance- Information on new music

3) The audience can actively interact with the presenters of Beats 1 throught twitter and text messages/ call ins.

4) While Radio 1 is aimed at a mass audience Beats 1 is aimed at a niche audience.

5) Streaming services are the future music as people know what music they want to listen to and they don't like adverts.