# Apple Music Hall signals a bigger strategic plan

> Apple opens an intimate concert venue in London to build community around Apple Music and challenge Spotify's dominance in streaming.
- Title: Apple Music Hall signals a bigger strategic plan · Fastcompany
- Summary: Apple opens an intimate concert venue in London to build community around Apple Music and challenge Spotify's dominance in streaming.
- Keywords: apple, apple music, music hall, london, battersea power station, spotify, streaming, spatial audio, dolby atmos, brand experience, Fastcompany
- Source: Fastcompany — https://fastcompany.com/91623756/apples-music-hall-signals-a-bigger-strategic-plan-technology-apple-music
- Read time: 2 min
- Topics: apple, apple music, music hall, london, battersea power station, spotify, streaming, spatial audio, dolby atmos, brand experience
## Apple opens Music Hall in London
Apple inaugurated Apple Music Hall in late September, nestled underneath its U.K. headquarters at London's Battersea Power Station. The intimate 600-person venue features 48 speakers.
## Spatial Audio transforms the listening experience
The hall features Apple's Spatial Audio technology, which uses Dolby Atmos and dynamic head tracking to turn flat stereo sound into a three-dimensional, three hundred sixty degree experience.
## More than just a listening room
The Music Hall is the start of an elaborate world-building exercise for Apple Music, designed to engage a community of hardcore fans and increase streaming subscriptions.
## Apple's broader strategic goals
Through the venue, Apple aims to convert artists to recording on its technology and eventually challenge everyone from Google Home to Sonos for ownership of in-home sound delivery systems.
## Apple's TV success versus music struggles
In eight years, Apple shifted from startup streamer to television mecca, delivering hits including Severance, Slow Horses, Silo, Pluribus, Ted Lasso, and Widow's Bay.
## Spotify's commanding lead in music
Meanwhile in music, Apple plays second fiddle to Spotify, which boasts three times as many subscribers and is first with innovative ideas like its Year End Review.
## The risky world of brand experiences
Global spend on in-real-life brand experiences grew eight point three percent to one hundred thirty eight point nine billion dollars in two thousand twenty five and is projected to rise ten point three percent in…
## Many brand venues have failed
Samsung eight thirty seven, the company's former experiential space in New York City's Meatpacking District, succeeded in attracting mothers with young children but few potential customers.
## Luxury car lounges struggled too
Many car companies including Lexus, Genesis, and Cadillac tried luxury lounges, only to be reminded that consumers are looking to them for cars, not experiences.
## Successful venues stay true to their roots
A twenty four, the film and TV production company, experienced a huge brand win with its acquisition last year of the historic Cherry Lane Theater in New York City's West Village.
## Cherry Lane Theatre drove deeper engagement
The Cherry Lane has been a launchpad for new and experimental content that led to greater visibility for the studio, deeper fan engagement, and a two year brand partnership with Dior.
## Porsche's authentic approach succeeds
Porsche's Experience Centers delight driving enthusiasts and attract new customers with authentic racing outings, showing how to align brand experiences with core customer interests.
## Apple signals serious commitment to music
In seemingly sparing no expense to create a world class performance space, Apple is signaling to audiophiles everywhere that it is serious about building the world of Apple Music.

> Apple is signaling to audiophiles everywhere that it is serious about building the world of Apple Music.
## Key takeaway

Apple opened Music Hall, a 600-person venue with Spatial Audio technology at its London headquarters, to deepen fan engagement and compete with Spotify's three times larger subscriber base.