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Trent Reznor, known as the main persona of Nine Inch Nails and one of the composing duo behind the soundtracks for films such as The Social Network or Gone Girl, in a video introducing Apple Music, talks about how one of the goals of the new streaming service is to help even lesser-known and independent artists build and sustain their careers. Factual conditions a leaked contract but for independent record labels, they don't seem to support these claims very much.

The most surprising feature Apple Music, which will launch at the end of June, is the length of the free trial period. Each user of the service will have to pay for it only after three months of use. This is potentially great from his point of view, but the problem is that record companies (at least independent ones) don't even get a dollar for songs played during this time.

Apple justifies this move by saying that the fees paid will be slightly higher, than is standard in the field of music streaming services. But the Merlin Network, the umbrella organization for many independent record labels, has expressed concern that the period between July and September will "punch a black hole in the music industry's revenue this year". It is precisely at this time that the largest influx of new people interested in Apple's streaming service can be expected, who will not be motivated to pay for music anywhere else.

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In response, publishers will also tend to hold back on releasing new material. The three-month trial period would cost Apple about $4,4 billion, based on the company's goal of acquiring 100 million users. Apple basically asks record companies and publishers to pay this amount.

While it's normal for record labels to help start-up streaming services gain customers by waiving licensing fees for a free trial, Apple is one of the biggest companies in the world. Words article on the American Association of Independent Music (A2IM) website: "It's surprising that Apple feels the need to offer a free trial given that it's a well-known entity, not a new addition to the market."

Not only does he not need such help with his huge capital, but requiring it can have a very negative impact on the income of record companies. Losing a large portion of revenue in three months can spell bankruptcy for small companies.

Although Merlin, which includes, for example, XL Recordings, Cooking Vinyl, Domino and 4AD - among the most famous artists, Adele, Arctic Monkeys, The Prodigy, Marilyn Manson and The National - is currently not willing to establish cooperation with Apple, the Californian company they try to bypass and negotiate directly with record companies or with individual artists. However, they are advised from all sides not to sign the contract, or to wait until October.

However, as the tweets of, for example, Anton Newcomb, frontman of the Brian Jonestown Massacre, showed, Apple is able to negotiate very aggressively. Newcombe in his tweets he wrote: "So Apple made me a new offer: he said he wanted to stream my music for free for three months... I said what if I said no, and they said: we'll download your music from iTunes." One can't be too surprised when his sentiments followed in the form of "To hell with these satanic corporations".

Be critical of Apple Music on Twitter expressed also Justin Vernon, best known as the main persona of Bon Iver: "The company that made me believe in companies and, I'm not kidding, in people is gone." He criticized also iTunes: “Apple, you were a great company, fearless, innovative. But now iTunes is literally BAD DESIGN.”

In other tweets he remembers to the days of iTunes 3, when the brilliantly designed software taught him how to use his computer better, while its current form is inefficient and confusing, and is even said to be the reason he listens to less music in the last two years. He caused his first reaction FACT magazine article titled "Is Apple Music proof that the company has stopped innovating?".

The argument presented in it has already been made from several sides. He says that the days when Apple, with the introduction of the iPod and the launch of the iTunes store, wrested the reins of the music industry from the hands of the major record companies and contributed to its decentralization are indeed in the past. Currently, Apple has signed contracts with the top three in the music industry, which were created after careful consultation. For the last two weeks before the launch of the service, he then leaves negotiations with independent parties to whom he presents the finished product and uses his influence to force them to agree to, at best, not very favorable terms.

Although Apple Music expands the standard streaming service with the possibility to be in closer contact with the artists you follow through "Connect" and non-stop live Beats 1 radio, this now seems more like an effort to impress the competition than a way to really change the status quo.

The importance of Apple Music should lie primarily in the listener's better ability to perceive and discover Esavio's music. It should come through real people and directly from the source, not just through algorithms and big record companies who want to dictate listeners' tastes and make music, not create it. So far, however, this theoretical approach seems to be undermined by the real thing, with independents being denied income and threatened with having their work deleted from the catalog. Those who still believe in Apple to innovate the music industry seem to be relying more on hope than fact these days.

UPDATE: Not long after Anton Newcomb's tweets, their validity Apple asked Rolling Stone. The answer was the denial of similar threats, or practitioner. An Apple spokesperson simply said of music on iTunes by artists who don't sign a streaming deal: "It won't be pulled." Newcombe himself has not provided evidence to support his claim.

Sources: FACT (1, 2, 3), MusicBusinessWorldwide (1, 2), Pitchfork
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