Apple Music leader says music is art, not free

In a recent chat, Oliver Schusser, the Apple vice president who oversees Apple Music, TV+, and sports content, shared some bold thoughts with David Israelite, president of the National Music Publishers’ Association. Schusser strongly believes that giving away music for free is a big mistake for the industry. He said, “It’s wild that after 20 years, we still offer music without charge.

That’s a terrible choice… At Apple, we see music as art, and we’d never give art away for free.” His comments clearly point to free, ad-supported music services like those offered by competitors, though he didn’t name them directly. Schusser’s view highlights Apple’s approach to valuing music as a creative work that deserves payment.

Unlike some streaming platforms that provide free access with ads, Apple Music focuses on a paid subscription model, emphasizing quality and respect for artists. This stance reflects Apple’s broader mission to treat music as a valuable form of expression, not something to be given away lightly. The full conversation, which dives deeper into these ideas, is available to watch online.

By taking this position, Schusser is sparking a discussion about how the music industry should move forward. He suggests that treating music as art could lead to better support for artists and a stronger, more sustainable industry. As streaming services continue to shape how we listen to music, Apple’s perspective might influence how others value and pay for creative work in the future.