Apple is betting on Billie Eilish to bring young viewers their music content. Lizzo, Lil Nas X, and Billie Eilish (musicians young people tell YPulse represent their generation) all won big at the first Apple Music Awards, and the brand is banking on this next generation talent. Apple Music streamed Eilish’s concert for the awards live, with plans to do more streamed concerts in the future, and AppleTV+ will be distributing a documentary following the 17-year-old after the release of her first hit album. YPulse found that 56% of young consumers are interested in streaming concerts. (TechCrunch, Billboard)
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