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Apple Eyes Bigger Slice of India's Streaming, Music Market with Airtel Deal

FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo
FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo
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Apple Eyes Bigger Slice of India's Streaming, Music Market with Airtel Deal

FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo
FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo

Apple is tying up with India's Bharti Airtel to offer the telecom firm's premium customers its music and video streaming services for free, giving the US giant access to thousands of consumers in the world's most populous nation.
With mostly English-language content, Apple TV+ is a small player in India's $28 billion media and entertainment market, where its rivals include Netflix, Amazon Prime Video , Disney+ Hotstar and billionaire Mukesh Ambani's JioCinema.
The move comes as competition tightens in India and an $8.5-billion merger of the Indian media assets of Reliance and Walt Disney - which have a streaming service each - faces close scrutiny from antitrust regulators.
"Apple TV+ will come bundled with premium Airtel WiFi and Postpaid plans," Airtel said in a statement on Tuesday, though the companies did not disclose a deal value for the partnership or information on costs.
Apple Music will also be available for current premium users of Airtel's Wynk music app, which will be shut down. Its employees are being subsumed by the company, Reuters quoted Airtel as saying.
Two sources familiar with the strategy said that for Apple, the deal is aimed at reaching out to a much bigger pool of consumers with its digital services given Airtel is the country's second biggest telecom operator with 281 million subscribers.
Ambani's Reliance Jio telecom service has 489 million users.
The Apple TV+ streaming service, known for its original series like Ted Lasso, The Morning Show and Slow Horses, has so far differentiated itself in the streaming landscape with a focus on in-house content.
Most rival platforms in India and overseas offer users older movies and TV shows from other studios, as well as their own originals.
Airtel will within days announce new tariff plans that will include free Apple TV+ offerings, said two other sources with direct knowledge of its plans.
Currently, the Apple TV+ service retails at $9.99 per month in the US and 99 Indian rupees ($1.18) per month in India, compared to Ambani's JioCinema which offers cricket content for free and has plans as cheap as 29 rupees a month. Netflix starts with monthly tariff of 149 rupees.
Cricket is seen as a way to attract more customers to streaming platforms in India, and Disney lost millions of Indian users last year when it lost streaming rights to Ambani's Reliance for streaming the world's richest cricket tournament, the Indian Premier League.
Apple has 6% of India's 690 million smartphone users, according to data from research firm Counterpoint. The remaining market is dominated by phones from Samsung and Xiaomi, and are powered by Google's Android operating system.
Apple Music is currently priced at 99 Indian rupees per month and has a library of 100 million songs.

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André 3000's Alt-Jazz, ‘No Bars’ Solo Album Stunned Fans. Now, It’s up for Grammys

André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)
André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)
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André 3000's Alt-Jazz, ‘No Bars’ Solo Album Stunned Fans. Now, It’s up for Grammys

André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)
André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)

No one was expecting it. Late last year, André 3000 released his debut solo album, "New Blue Sun," 18 years after his legendary rap group Outkast's last studio album, "Idlewild."

But "New Blue Sun" has "no bars," he jokes. It's a divergence from rap because "there was nothing I was liking enough to rap about, or I didn't feel it sounded fresh. I'm not about to serve you un-fresh (expletive.)"

Instead, he offered up a six-track instrumental album of ambient alt-jazz — with special attention paid to the flute.

"The sound, that's how I got into it," he says of the instrument. "The portability, too. You can't tote around a piano and play in Starbucks."

He's also invested in the flute's history — like learning about Mayan flutes made from clay, a design he had re-created in cedarwood. "There’s all kinds of fables and, you know, indigenous stories that go along with playing the flute — playing like the birds or playing your heart like the wind — it kind of met (me) where I was in life," he says.

"Flutes — wind instruments in general — are the closest thing you get to actually hearing a human," he continues. "You're actually hearing the breath of a person."

"New Blue Sun" is a stunning collection, one that has earned André 3000 three new Grammy Award nominations: album of the year, alternative jazz, and instrumental composition. Those arrive exactly 25 years after the 1999 Grammys, where Outkast received their first nomination — for "Rosa Parks," from their third album, "Aquemini" — and 20 years after the group won album of the year for "Speakerboxxx/The Love Below."

"It matters because we all want to be acknowledged or recognized," André 3000 says of his new Grammy nominations. "It's a type of proof of connection, in some type of way ... especially with the Grammys, because it's voted on by a committee of musicians and people in the industry."

He's a bit surprised by the attention, too, given the type of album he created. "We have no singles on the radio, not even singles that are hot in the street," he says. "When you're sitting next to Beyoncé and Taylor Swift, these are highly, hugely popular music artists, I'm satisfied just because of that ... we won just to be a part of the whole conversation."

He theorizes that it may be because popular music listening habits are broadening. "A lot of artists are just trying different things. Even, you know, the album that Beyoncé is nominated for, it’s not her normal thing," he says of her country-and-then-some record, "Cowboy Carter.We’re in this place where things are kind of shifting and moving."

For André 3000, "New Blue Sun" has allowed him to "feel like a whole new artist," but it is also an extension of who he's always been. "Being on the road with Outkast and picking up a bass clarinet at a pawn shop in New York and just sitting on the back of the bus playing with it — these things have been around," he says.

He's also always embraced "newness," as he puts it, experimenting creatively "even if it sounds non-masterful."

"Even producing for Outkast, I was just learning these instruments. If I ... put my hands down and play ‘Ms. Jackson,’ I'm not knowing what I'm playing. But I like it," he says.

As for a new Outkast album, "I never say never," he says. "But I can say that the older I get, I feel like that time has happened."