Remember the good ole days when the “M” in MTV wasn’t ironic?

I mean – I guess it still stands for music, but I haven’t bothered to ask anyone in the know. I just quit watching many years ago.

Anyway, Apple has stepped in to the fill the void with a new 24-hour music video channel known simply as Apple Music TV. It’s a free service that is currently only available to residents of the United States on the Apple Music app and the Apple TV app.

According to Variety, Apple Music TV will stream popular music videos as well as “exclusive new music videos and premiers, special curated music video blocks, and live shows and events as well as chart countdowns and guests.”

The channel launched on Monday, October 19 by counting down the top 100 all-time most-streamed songs on Apple Music in the U.S.

This Thursday, Apple Music TV will honor Bruce Springsteen ahead of the release of his new album, Letter to You, with an “All-day Bruce Takeover.” The “takeover” will feature blocks of some of his biggest videos, a livestream fan event and an interview with Apple Music’s Zane Lowe.

The channel will debut new videos at 11 am (CT) on Friday’s, beginning this week with the exclusive premieres of Joji’s “777” and Saint Jhn’s “Gorgeous.”

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