Of YouTube Music’s three top sections, one is merely a collection of all the music videos you previously liked – because why not watch all that shit all over again? The other two sections are a global listing of new and trending stuff on YouTube (get ready for an endless barrage of Bieber and Drake clips), along with recommendations, and – once again – links to stuff you’ve already played. As far as free-streaming competition goes, YouTube’s lengthy advertisements are among the most intrusive and annoying ever conceived. You can always opt out of the $10-$13 monthly fee and go without Red, which means YouTube Music will play ads similar to what you see on YouTube proper. Sure, it eliminates the impossibly long ads which drove countless frustrated users to AdBlock services to avoid having to watch a 40 second Ted Cruz campaign ad, fucking up the mood before we watch the latest clip of Adele talking into a goddamned Zack Morris phone. But it’s in no way a complete music service.
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YouTube Music is available for free for a 14-day trial, after which the service will cost $9.99 per month – though the iOS version is inexplicably $12.99. YouTube is jumping on a bandwagon that’s already overburdened with services, including one from its own parent company Google. But their new endeavor, announced last month in an effort to get people to sign up for its new premium YouTube Red subscription service, is half-assed and doesn’t integrate into our lives in any way deserving of our cash and/or attention. YouTube has always been the foundational leader in digital music, the reflex go-to for kids, grandmas and the lazy-tech masses alike. However, the new YouTube Music app is a failure.
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YouTube is adding to their empire by introducing a slate of original movies and TV shows with its biggest native stars as well, hoping to appeal to consumers’ overall media habits. So fine-tuning to accommodate music fans, as with kids and gaming in their own respective categories, is a logical step for the media behemoth. YouTube is now a decade-old service, and has expanded to a staggeringly large network of creators, advertisers and 1 billion-plus viewers. They’re the leader in online video by a wide margin, serving up billions of hours of video each day while reaching more 18 to 49-year-olds than any cable network. A conflicting barrage of new premium streaming services has brought us the nightmarishly bad Tidal and the complicated, stuttering mess of Apple Music – and now the new YouTube Music app is hoisting itself upon us, promising new frontiers of convenience and access – all for yet another monthly fee. The new music services are rolling out like thunder before a storm this year, but all the rumbling has yet to produce anything worthwhile in a market saturated by Spotify and Pandora.
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