Apple has hired a former Spotify executive to work with smaller, independent labels.

Steve Savoca joined Apple Music in January after five years as Spotify’s Vice President of Content.

The future of Apple Music will be a lot less focused on music and more about pop culture, according to three of Apple’s top employees working on the project.

Beats One DJ Zane Lowe, marketing guru Bozoma Saint John and Apple Music’s head of content, Larry Jackson, sat down for a three-headed interview to discuss what fans can expect from the streaming service. Music will always be part of Apple Music, but Lowe revealed that other forms of entertainment are coming soon.

Cold hard cash, and a surprising amount of creative input from top Apple executives, are key to Cupertino’s plan for making Apple Music a hit, according to a new behind-the-scenes report about the streaming service.