Tyler Hayes, writing for Fast Company:
Apple could do something simple: run iTunes Music the way it runs its successful App Store, and give artists more control.
Artists (or rights holders) should get direct access to upload music like app developers and book publishers currently do. Instead of going through a third-party distribution service—like TuneCore, for independent artists—Apple could bring artists into the fold more, while offering them increasingly valuable analytics around their music.
And if Apple and its growing pool of musical talent want to, it could do for music what it’s done for apps, and transform yet another one.
I currently use Bandcamp and Soundcloud to manage my songs and albums—but I can see a future where iTunes (or whatever Apple plans to call their future music service) is my primary home for my recordings.
I can see Apple creating a YouTube-like-platform for artist to manage their music (similar to how they allow independent developers to release apps). This would be an ideal service for musicians, where our recordings would not only remain relevant, but also allow us to become even more profitable for our work.
There’s a whole generation of kids that listen to music on YouTube, and they’ll suffer through that ad if there is one. They’re not going to pay a dollar for that song. Why would you? It’s a complex problem.