Apple Music Hires Epic, RCA A&R Vet Scott Seviour: Report

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Apple CEO Tim Cook speaks at an Apple event at the Worldwide Developer's Conference on June 13, 2016 in San Francisco.

Apple Music has been busy of late, mostly raking in the plaudits for the five Apple-exclusive-released albums that have hit No. 1 on the Billboard 200 albums chart so far in 2016. Now it's beefing up its content team with the recent hire of Scott Seviour, a veteran artist development and marketing executive who has worked at Epic Records, RCA and ABC News over the years. The news was first reported by Business Insider.

Most recently, Seviour had started and run his own business, The Seviour Company, launched in January 2015 after he left his Epic Records post the previous August. According to his LinkedIn, which currently lists his role as simply "original content," he worked alongside Radical Media as a music producer for Hello World!, a nature show on the Discovery Channel in that role. At Epic, he served as the EVP of marketing and artist development from 2012-2014; prior to that, he spent a decade overseeing artist development at RCA.

Seviour's diverse background in both A&R and television raises a number of possibilities for what his addition to the Apple Music team means for the streaming service moving forward. Certainly, the company has been active in securing high-profile exclusives in terms of album and single releases, utilizing those to attract subscribers to its nascent service (it currently claims 17 million paid subscribers), and Seviour could add to Head of Content Larry Jackson's rolodex. He also worked closely with Epic chief L.A. Reid in his role at that company, an interesting connection simply for the reason that three of those five previously-mentioned Apple exclusives that hit No. 1 on the Billboard 200 came out of Reid's stable at Epic (Future's Evol, DJ Khaled's Major Key and Travi$ Scott's Birds In the Trap Sing McKnight).

But his background in television also could provide another clue as to the direction that Apple Music is headed. Aside from their commercials with Taylor Swift and Khaled, among others, Apple Music has also bankrolled Drake's "Hotline Bling" video, streamed Swift's 1989 Tour documentary exclusively on the platform and debuted the long-form visual album Endless from Frank Ocean last month. Drake's upcoming short film project Please Forgive Me is also expected as an Apple Music exclusive, while a series based on Carpool Karaoke and a deal with Birdman for a Cash Money Records documentary are also in the mix.

All that is to say that there are several possible roles for Seviour to play on the Apple Music original content team in the coming months. Apple Music did not return a request for comment or clarification on his role as of press time.


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