Artists such as Carrie Underwood provide exclusive content to Apple Music subscribers

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Apple is introducing exclusive performances from musicians, who will be able to utilize Apple’s studios to cover classics and reproduce their own hits, as part of its subscription service expansion to compete with Spotify.

It was announced on Friday that Apple Music Sessions would feature content from artists such as Carrie Underwood and Tenille Townes. At Apple Music’s new Nashville facility, both artists taped their performances.

It was “a lot of fun” for Underwood and her team to “reimagine these enormous, visual songs and deliver them in a fresh way,” she said in a press release from Apple.

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Apple Music features multiple streaming radio stations, surround sound that works with the company’s headphones, and strong integration with Apple products, whereas Spotify provides exclusive podcasts. In order to compete with the likes of Spotify, Amazon Music, and others, the company is providing a monthly membership service.

Investors prefer Apple’s services business because it has higher margins and is more predictable, with money coming in on a recurring basis. Revenues in the services division, which also includes iCloud storage and warranties as well as search engine licensing and payments, increased by 27% to $68 billion in fiscal 2021.

For the first time, Apple Music was the company’s subscription-based entertainment service. With Apple One, it’s now part of a content bundle that leverages Apple’s more well-known services like Music to drum up enthusiasm for newer ones, such as Apple TV+. An individual user pays $15 per month.

In Nashville, Apple Music Sessions began with a number of country musicians. The series will, according to the firm, be expanded into other genres.

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