Apple Music’s vice-president Oliver Schusser criticises the decline of exclusives and free tiers, emphasising fair artist remuneration and tighter AI regulations in the evolving digital music landscape.
Apple Music’s vice-president Oliver Schusser has argued that streaming has lost some of the scarcity that once made new releases feel like events, saying the retreat from exclusives has made it harder for albums to land with the same impact. In an interview on Billboard’s “On the Record” podcast, he also defended Apple Music’s decision to remain one of the few major services without a free tier, casting paid access as a fairer model for artists and songwriters.
Schusser said the old race to lock up exclusive releases once gave platforms a clearer identity, but that labels have since stepped back from the practice. He suggested the industry’s Friday release cycle no longer carries the same sense of anticipation it once did, except for a handful of blockbuster acts. That view comes at a time when Apple Music still presents itself as a curated service, with editorial lists such as its 100 Best Albums ranking helping shape listening habits rather than relying solely on algorithmic discovery.
He was equally blunt about ad-supported streaming, describing “free” music as a mistake that depresses what listeners are willing to pay and what rights-holders can earn. Apple Music has no free tier, unlike rivals that use ad-supported listening as an on-ramp to subscriptions. The point is not just commercial, Schusser said, but cultural: he compared music to television and film, arguing that artists should not be expected to hand over their work without proper monetisation.
The discussion also turned to the company’s technical bets, especially spatial audio and Dolby Atmos. Schusser said Apple wanted a format that ordinary listeners could notice and that would work broadly across devices, not just inside Apple’s own ecosystem. He contrasted that approach with lossless audio, which he said does not deliver over Bluetooth, limiting its usefulness as wireless listening has become the norm.
AI was the newest pressure point. Schusser said more than a third of Apple Music’s incoming supply is now fully AI-generated, even though actual listening remains tiny, at below 0.5% of usage. He said Apple has built in-house detection tools and has introduced AI disclosure flags for labels and distributors, while warning that fraud remains a bigger concern than AI itself. That caution appears well founded: Billboard recently reported the removal of Kanye West and Ty Dolla $ign’s “Vultures 1” from Apple Music after FUGA said the album had been delivered through automated processes that breached its agreement.
Schusser said Apple wants the wider industry to decide what counts as AI-generated music, and to include artists and songwriters in that discussion rather than leaving it to companies alone. The broader picture is still unsettled, with old catalogue releases continuing to circulate across streaming services and labels experimenting with different release strategies, but Apple’s message is clear: it wants tighter rules, more disclosure and less tolerance for manipulation.
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Source: Noah Wire Services
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The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The article is dated April 22, 2026, and appears to be original content from Billboard’s ‘On the Record’ podcast. No evidence of prior publication or recycled news was found. The narrative is current and relevant.
Quotes check
Score:
9
Notes:
Direct quotes from Oliver Schusser are used. While the exact earliest usage of these quotes couldn’t be pinpointed, they are consistent with Schusser’s known public statements. No significant discrepancies or variations in wording were found.
Source reliability
Score:
10
Notes:
The article originates from Billboard, a reputable and well-established music industry publication. The content is attributed to a direct interview with Oliver Schusser, ensuring authenticity and credibility.
Plausibility check
Score:
10
Notes:
The claims made in the article align with known industry trends and Schusser’s previous statements. The discussion on AI-generated music and streaming fraud is consistent with ongoing industry challenges. No implausible or unsupported claims were identified.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The article is original, current, and sourced from a reputable publication. The content is consistent with known industry trends and Schusser’s previous statements. No significant concerns were identified, and the article meets all verification standards.
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