Apple has launched its own 24-hour music channel in the United States.
Apple Music TV went live in the United States on Monday and is available in the Apple Music and Apple TV apps, as well as online.
The space once firmly held by MTV, already has interest from Facebook, Spotify and a revived Vevo, which has partnered with the Dutch interactive music video platform XITE.
Apple Music TV’s first hour featured an interview with Bruce Springsteen, in support of a new documentary on the veteran rock artist.
It was followed by a countdown of the all time 100 songs, though going forward the repertoire is likely to be a little more contemporary.
In an interview with Variety, Rachel Newman, Apple’s Global head of editorial and content said a sample representation of artists would include Drake, Dua Lipa, Cardi, B, BTS, Justin Bieber and Billie Eilish.