Apple unveils third annual Apple Music award winners

"The Weeknd" has been named global Artist of the Year at the third Apple Music Awards, which also introduced a new category of Regional Artist of the Year.

First launched in 2019, the Apple Music Awards have this year expanded to recognize more works from around the world.

"The past 12 months have proved to be a remarkable year for music," said Apple's vice president of Apple Music and Beats, Oliver Schusser, in a statement. "[We're] thrilled to honor the artists who are shaping culture and connecting with fans around the world on Apple Music."

"This year we're also recognizing more regional artists," continued Schusser, "showing the world the impact of extraordinary talented musicians who are making waves globally."

The winners have been announced ahead of a series of interviews and more original content, which will stream on Apple Music and the Apple TV app from December 7, 2021.

Winners of the third annual Apple Music Awards are:

Global Artist of the Year: The Weeknd
Breakthrough Artist of the Year, Album of the Year, and Song of the Year: Olivia Rodrigo
Songwriter of the Year: H.E.R.
Artist of the Year (Africa): Wizkid
Artist of the Year (France): Aya Nakamura
Artist of the Year (Germany): RIN
Artist of the Year (Japan): OFFICIAL HIGE DANDISM
Artist of the Year (Russia): Scriptonite

"I'm so grateful for this huge honor," aid The Weeknd, "and want to thank Apple for all its support, not only for my work but also for great music by newer artists, where it matters so much for creators to be found and supported."

"I did my first interview for [my first album] 'drivers license' with Apple Music," said Olivia Rodrigo, "and so much has happened since then. It's truly surreal. Thank you to Apple Music for these amazing awards."

2 Comments

Beats 4 Years · 3073 comments

About 3 years ago

Why don’t they go all out and make it bigger than the Grammy’s? Otherwise this is useless and a waste of time and resources.

neoncat 5 Years · 165 comments

About 3 years ago

Beats said:

Why don’t they go all out and make it bigger than the Grammy’s? Otherwise this is useless and a waste of time and resources.

Because Apple Music doesn't have that kind of influence, even with its obsequious major-label servitude.

EDIT: Let me expand on my thought. I think Apple, as it often does, likes to position itself as a tastemaker, and does move the needle to an extent. However, the difficulty with music streaming is they're all offering the exact same product. Given that some surveys now show Apple Music in third place behind Amazon Music and, of course, Spotify, it becomes difficult for them to justify their marketing message. It's less "Apple Music: The most important option" and more "Apple Music: For people who find the Apple brand important."

It doesn't make Apple Music a bad service, or offering their own awards unnecessary. But context, in all things. The rising trend of self-released/represented artists and independent music represent an existential threat to companies like Apple (and the Grammy's, for that matter) that are so major-label narrow-focused. I mean, does anyone have a doubt that Taylor Swift is going to win an enormous pile of Grammy Awards? Good for her, it's a fine album, but it's hardly the most essential piece of music produced in 2021. And so it goes with the "Apple Music Awards."