To target it's audience Beats 1 does things like using already established who would bring they're own fan base to the radio. For example they use DJ's popular in England such as Zane Lowe and Julie Adenuga. They also use people like Jaden Smith who is not a DJ but is a celebrity and a role model, he has his own show on Beats 1, which would bring his massive fan base to Beats 1.
The company think deeply in who they employ, they look into DJ's who have exclusive knowledge and reputations in the certain music genre. For example Julie Adenuga's brothers are both famous British artist in that genre. Beats 1 also provides certain exclusive content which in only available under their subscription. For example Taylor Swift's back catalog, which is not actually available on Spotify.
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September 2018
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