Apple Music TV goes live in the U.S.

Apple Music TV is now available in the United States, streaming live music videos 24 hours a day. The surprise new channel, which is free to all, promises “exclusive new music videos … live shows” and more.

Apple’s mission to make its own music service more appealing than rivals like Spotify has seen it make a number of interesting moves, like securing exclusive albums and hosting live radio stations.

Its latest, Apple Music TV, is like MTV before it turned into a reality TV channel. It shows music videos all day every day. And, unlike Apple Music itself, it does not require a paid subscription.

Apple Music TV launched Monday morning with a countdown of the top 100 songs of all time on Apple Music in the United States. On Thursday, it will celebrate the upcoming release of Bruce Springteen’s Letter to You.

Viewers will be treated to an “all day Bruce takeover,” Variety reports. It will feature music video “blocks” of Springsteen’s most popular videos, plus an interview with Apple Music 1 radio host Zane Lowe and a special event.

An album release party hosted by Lowe — exclusively for Apple Music subscribers — kicks off at 11 p.m. ET Thursday. Subscribers must RSVP to gain access to this event. (If you’re not an Apple Music subscriber, you can sign up for a free trial.)

On Friday, Bruce Springteen’s Letter to You — an engrossing film that documents the album’s recording and the Boss’s career — premieres on Apple TV+. (Read our review: You’ll want to open Bruce Springsteen’s Letter to You again and again.)

Also on Friday, at 12 p.m. ET, Apple Music TV will show two exclusive premieres — Joji’s 777 and Saint Jhn’s Gorgeous. New premieres will appear at the same time every Friday.

When special events aren’t taking place, Apple Music TV will feature curated music video blocks, chart countdowns, interviews with other guests and other programming.

Available on all Apple devices

“Further details were scant before launch, but Lowe’s involvement implies a connection between the new TV channel and Apple Music 1 radio station (formerly called Beats 1),” Variety adds.

Apple’s announcement reportedly made no mention of Apple Music TV showing music documentaries, which have appeared on Apple Music before.

You can watch Apple Music TV on any Apple device (and others), either through the Music app, the TV app or by visiting Apple.co/AppleMusicTV in your browser.