Apple hires a former YouTube and Spotify executive to boost its audiovisual platform

We've been talking for a couple of years about Apple's possible plans to get fully involved in content creation. At the moment it has already taken the first steps with the reality Show Planet of the Apps, a program that has already finished its recording and that will soon be available exclusively for Apple Music subscribers. The Carpool Karaoke program will also arrive soon on this platform, in a shorter format than the original. But it seems that they will not be the only ones to appear on Apple Music, at least according to what we can deduce from the company's latest signing, a former YouTube executive, with whom according to some rumors, It is intended to promote the creation of own content.

According to The Information newspaper, the new signing, Shiva Rajaraman, will report to Eddy Que, Apple's senior vice president of Software and Services. As we can read on his LinkedIn profile, Shiva has previously worked for 8 years on YouTube, to later become part of the ranks of Spotify during the last two years. Hereinafter He will be in charge of the company's audiovisual strategy.

Shiva was an important part of the agreement YouTube reached with Disney for the latter to offer all its content through a subscription system. She has participated in similar activities on Spotify, including broadcast licenses from Disney, Time Warner and NBC, as well as carrying out various collaborations with some applications such as Discover. He has also been an active contributor to the creation of Spotify's podcast section.

Shiva will be in charge of the audiovisual section of Apple Music, a section that, as I mentioned at the beginning of this article, is already underway, but It seems that at the moment they do not have a very defined direction in this field.


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