This year should be the first time that music streaming revenue meaningfully exceeds download revenue. According to Pitchfork:

Going into 2017, streaming will no longer be a niche for music but the new normal. The big question is no longer whether streaming is the future, but what form that future will take, who will benefit, and what that might mean for listeners.

To mark this pivotal moment in the music industry’s history, Pitchfork published a survey on the state of music streaming. The article goes into depth about each of the major players, evaluating the highlights and lowlights of each and considers what the future may hold.

Apple Music gets high marks from Pitchfork for solidifying its number two position behind Spotify through exclusive deals with artists, but it also points to missteps that angered customers and artists this year. As for the future, Pitchfork predicts more exclusives and algorithmic playlists for Apple Music and concludes that:

Apple was too late to streaming to hold anything like the stranglehold iTunes had over downloads (at least, not yet). Instead, Apple Music’s battle with Spotify may be more like the Mac vs. PC debate: a corporate presentation of chic tastefulness versus an ostensibly techier rival.

The on-going battle between Spotify and Apple will be interesting. Spotify has never turned a profit and Apple has the cash to weather a long, drawn-out fight for the hearts and minds of customers. With the bulk of music revenues now coming from streaming, it looks as though 2017 could turn out to be an interesting year for the music industry.

Reggie Ugwu, in a BuzzFeed feature story on the second act of Apple Music, got some details on the new ‘My Favorites Mix’ and ‘My New Music Mix’ playlists introduced with iOS 10:

Revealing how the mixes operate for the first time to BuzzFeed News, Apple claimed a potential advantage over similar algorithmically personalized playlists, including Spotify’s Discover Weekly and Pandora’s Thumbprint Radio: deep historical knowledge of individual users’ tastes and habits, based on years of data carried over from iTunes.

If you gave high ratings to a song or album in your old iTunes library, or just played it a lot more than others, you’ll find that behavior reflected in your My Favorites Mix. Meanwhile, the My New Music Mix algorithm serves recently released songs — as well as songs that Apple Music knows you haven’t played before — that the service’s music experts have flagged as similar to others in your taste profile. Apple Music executives suggested even more personalized playlists will follow in the series; but only after prototypes have been vetted, with all possible outcomes — intentional and otherwise — given careful consideration.

This explains why the ‘My Favorites Mix’ playlists have (anecdotally) been spot-on for people I talked to. As I previously noted, back-catalogue songs from artists you’re not familiar with (essentially, Discover Weekly) would be a good addition to Apple Music’s mixes.

Yesterday, Mark Sullivan of Fast Company interviewed Apple Music’s Head of Global Consumer Marketing, Bozoma Saint John, about Apple Music. On the upcoming changes to Apple Music in iOS 10, Saint John said that the goal was to make the experience simpler and easier whether you are a casual listener or an expert. She also expressed her thoughts on the importance of human-curated music:

Yeah, it’s important, it really is important. Human curation allows you to have the emotion and feel music, because it is a very emotional thing. It makes you feel happy, it helps you when you are feeling sad, gets you pumped up, calms you down. You want me to keep going? Because I could preach. I think it is a very emotional thing and you should treat it as such. We as humans have that and we can express it.

There have been an interesting series of features about Apple Music since WWDC. First, BuzzFeed had a behind-the-scenes look at the people who create playlists for Apple Music and other services. Then, Eddy Cue discussed Apple Music’s integration with Apple’s products, curation, and radio in an interview with the Hollywood Reporter. The message from Apple is clear. Apple Music is distinguished from other streaming services by human curation. I like the emphasis on the human touch, but remain skeptical about whether Apple’s editorial team can create new playlists regularly enough to keep them feeling fresh, which has not always been the case in the past.