Heard of the Apple Music Awards? If not, we don’t blame you! The music giant hosted its debut Apple Awards earlier this month, featuring a live performance from one of the biggest names in music this year: Billie Eilish.
Eilish is the winner of Apple’s Global Artist of the Year, Songwriter of the Year and her album When We All Fall Asleep, Where Do We Go? was also named Album of the Year. The concert was live streamed from the Steve Jobs Theater in Apple’s Cupertino headquarters and is available on-demand to Apple Music’s 60 million subscribers.
The Apple Awards were held to show respect to creators and strengthen the bond between artists and Apple Music. Apple’s editorial team used streaming data to choose winners for each of their five categories. Other Apple Music Award winners include Lizzo, this year’s Breakthrough Artist of the Year, and Lil Nas X, who won Song of the Year with Old Town Road.
Oliver Schusser, Vice President of Apple Music and International Content, further illustrates the vision of the Apple Music Awards in a press release.
“The Apple Music Awards are designed to recognize the passion, energy and creativity of the world’s favorite artists. The musically diverse group of inaugural winners have sparked deep social conversation, influenced culture and inspired our customers around the world. We couldn’t be more excited to celebrate them.”
Generally, Apple Music has found success through their pre-installations on Apple phones, tablets and computers and use of their free trial system. Streaming Billie Eilish’s concert from the awards was their first big push towards focusing on concert video. Taking the time to record and produce unique concert videos will help Apple Music set themselves ahead of competitors.
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