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Spotify CEO Daniel Ek reacts to Apple's new music streaming service: 'Oh ok'

Zane Lowe also takes to Twitter to express his excitement at the product's launch

Press
The CEO of Spotify has taken to Twitter to share his reaction to Apple launching a rival music streaming service.

Apple Music was announced on Monday (June 8) at their company's WWDC keynote speech in San Francisco. Posting on Twitter during the live-streamed event, Spotify's Daniel Elk reportedly wrote: "Oh ok", before later deleting the tweet. You can see evidence of the tweet in question below.

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Meanwhile Zane Lowe, who will head Apple Music's Beats 1 radio station, tweeted: "The news is finally out. Honestly, it took a lot for me to leave the UK, but here we are. And here's why @beats1 lets go!"




As announced at its launch, Apple Music will allow users to stream songs on iTunes on demand, listen to handpicked playlists, recommendations and "all that's great and breaking in music". Music experts from across the globe will create playlists based on your preferences, which are meant to learn your tastes the more you listen. Apple Music will have a 'For You' section, which will contain albums, new releases and playlists, personalised to your specifications.

The tech giant also announced that Siri will be incorporated into Apple Music, with the service being able to respond to requests like "Play me the best songs from 1994". Apple Music will also feature Beats 1, Apple's first 24/7, worldwide radio station. The station will be anchored by Zane Lowe in LA, Ebro Darden in New York and Julie Adenuga in London. Listeners around the world will be able to hear the same programmes at the same time, while the station aims to offer exclusive interviews and guest presenters. DJs will also create their own channels, and there will be stations dedicated to different genres. Even though Beats 1 is a radio station, listeners will be able to skip through tracks on these genre-led channels. Artists will also be able to respond directly to any fan interactions, while fans can also share artists' posts on email, Facebook, Twitter and iMessage.

In an interview with The Guardian, Beats founder Jimmy Iovine stated that Apple Music will help mix algorithms with curation. He said: "Algorithms are really great, of course, but they need a bit of a human touch in them, helping form the right sequence. Some algorithms wouldn’t know that 'Rock Steady' could follow 'Start Me Up', y’know. That’s hard to do. You have to humanise it a bit, because it’s a real art to telling you what song comes next. Algorithms can’t do it alone. They’re very handy, and you can’t do something of this scale without ‘em, but you need a strong human element."

Apple Music will launch on June 30, and will cost $9.99 (£6.53) a month. Local pricing is to be announced soon. Apple is giving every user who signs up for Apple Music the first three months free membership, and is also offering a family subscription package. Apple Music will be available on iPhone, iPad, iPod touch, Mac, PC, Apple TV and Android phones.

The service was announced at the end of the WWDC speech, with Apple CEO Tim Cook saying: "Before we close this morning, we do have one more thing… we do love music."
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