Apple recently hired Ryan Newman, a key player from the BBC’s main hip-hop and grime radio station, 1Xtra.
It’s not clear exactly what role Newman will perform at Apple Music. However, he was one of the brains behind shaping and implementing 1Xtra’s musical direction. He could perform a similar job at Apple.
With more than 30 million tracks available, Apple Music continues to focuses on hip-hop, particularly on its streaming radio station, Beats 1.
Newman isn’t the first person hired from the BBC for Apple Music. Back in 2015, Apple picked up BBC Radio 1 DJ and producer Zane Lowe, along with his former producer, James Bursey. Meanwhile, other streaming services have pulled from the 1Xtra talent pool as well. In 2016, 1Xtra music chief Austin Daboh became Spotify’s senior editor of content programming for the U.K.
Apple Music focuses on hip-hop
Apple’s focus on hip-hop has been apparent in many of its decisions for its streaming music service. The genre is heavily represented on Apple’s Beats 1 radio station.
Apple has also acquired a number of hip-hop-themed documentaries, designed to appeal to the same audience. Before Anythang: The Cash Money Story chronicles the rise of Bryan “Birdman/Baby” Williams and his popular hip-hop label Cash Money Records. And Can’t Stop Won’t Stop: A Bad Boy Story focuses on Sean P. Combs, aka P Diddy.
Apple has even produced music videos for hip-hop artists, including Drake’s video for “One Dance,” Eminem’s “Phenomenal” and Pharrell’s “Happy,” alongside a 45-minute “visual album” from Grammy-winning artist Frank Ocean.
Source: Music Businesses Worldwide