Apple’s Potential Boost for Artists with Dolby Atmos Mixes
Apple is considering a strategic move to enhance the adoption of spatial audio by offering additional benefits to artists who incorporate Dolby Atmos mixes in their music. While Atmos music is already widespread, Apple aims to further solidify its position in the market, even as key competitor Spotify lags behind in providing spatial audio features.
Apple’s Plan for Artist Royalties:
According to recent reports from Bloomberg, Apple is contemplating giving “added weighting” to songs that include an Atmos mix. This potential adjustment could result in increased royalties for artists on Apple Music. Importantly, listeners may not need to actively choose the Atmos version for artists to reap the benefits; the mere availability of the song in this format would be sufficient.
The Unannounced Shift:
Although Apple has not officially announced this change in weighting, it aligns with the industry trend of artists and studios consistently producing spatial audio mixes. This move could serve as the logical progression to propel Atmos into mainstream acceptance.
Evolution of Atmos Production:
In recent times, tools for mixing songs in Atmos have become more prevalent in the music industry. Visiting Republic Records’ New York studio, it was evident that the Atmos production process has evolved, with engineers refining their techniques. While early Atmos music mixes faced criticism for being subpar, the overall quality has substantially improved as professionals learn from experience.
Apple’s Comprehensive Support for Atmos:
Apple has firmly integrated support for the Atmos format across its ecosystem, including AirPods, iPhone, iPad, Mac, Apple TV, and HomePod devices. In contrast, competitors like Amazon and Sonos also offer Atmos-optimized speakers, emphasizing the format’s immersive qualities. Additionally, spatial audio remains a significant selling point for many earbuds and headphones currently entering the market.
Spotify’s Lagging Spatial Audio Support:
While Apple embraces spatial audio, Spotify, the leading subscription music service, still lacks support for any form of spatial audio listening. Furthermore, Spotify has not fulfilled its promise to stream at lossless quality. Speculation suggests that these features might be introduced in a new subscription tier priced above the current Premium offering. Spotify’s recent challenges, including mass layoffs and changes to its royalty structure, present an opportunity for Apple to strengthen its position.
Apple’s Strategic Move Amidst Industry Upheaval:
Amidst the upheaval in Spotify, Apple may perceive an opportunity to further solidify its standing with artists and publishers. By incentivizing the integration of Atmos mixes, Apple not only supports creators but also potentially gains favor in a competitive landscape. Nevertheless, while Apple excels in certain aspects, it still faces challenges in matching Spotify’s cultural impact, exemplified by Spotify Wrapped, a unique experience Apple has yet to replicate.