Spotify must think Apple Music has the right idea with this original video thing because it’s doing the same thing. Variety reported Wednesday that Spotify has purchased a show called Traffic Jams. Clearly borrowing from Apple Music’s Carpool Karaoke, Traffic Jams puts hip-hop producers and artists in a car and asks them to make a song in the back seat. We Apple fans may be inclined to dismiss this show because it’s a blatant ripoff. Ignore that instinct, though—that’s the way the TV industry works. Folks copy ideas, and sometimes they build on them. Instead, Spotify—which is beating Apple on users—is effectively validating Apple Music’s approach of using original video content to boost its steaming music business. That’s very interesting to me.
The future of streaming music is streaming media, according to Apple’s Eddy Cue, which is why the company is behind shows like Carpool Karaoke and Planet of the Apps. The “Apple Music is more than just music” message is one he’s already expressed, and it’s a sign Apple’s competition in the streaming music market is growing beyond Spotify and Tidal to more inclusive services like Amazon Prime.
Apple has pushed the first trailer for Carpool Karaoke, the spinoff series being produced for Apple Music by James Corden and CBS. It features, “James Corden, Will Smith, Billy Eichner, Metallica, Alicia Keys, John Legend, Ariana Grande, Seth MacFarlane, Chelsea Handler, Blake Shelton, Michael Strahan, John Cena, Shaquille O’Neal, and many more.” It’s super fun, and builds a song with short samples from many episodes of the first season. Carpool Karaoke has been a huge hit for James Corden and The Late Late Show, and news broke late in 2016 that it would be spun off as a standalone show for Apple Music. My guess—especially after seeing this trailer—is that it’s going to be a huge hit for Apple Music, too.
Apple Music’s spinoff version of James Corden’s Carpool Karaoke will feature 16 episodes per season, each with a different celebrity host. Announced in July and teased further in August, the news that each episode would a different host was announced by Mr. Corden and the executive producers of the show.
Carpool Karaoke, the wonderfully fun segment on The Late Late Show where host James Cordon sings in his car with celebrities, is getting its own spin-off series streaming exclusively on Apple Music. The deal shows Apple’s growing interest in original content, and could draw more subscribers to its streaming music service.