One of the first moves made by Oliver Shusser, who recently took over as head of Apple Music is a big one, a newly created music publishing division headed up respected industry executive Elena Segal. The Global Director of Music Publishing role which will involve working in both the United States and London. Elena joined the company in 2006 and Prior to taking the job as Global Director of Music Publishing,she worked for Apple doing licensing and legal work for iTunes and Apple Music.

A source told the website Music Business Worldwide that, “Oliver is well aware that much of the most important artist discovery happening in the music industry today comes from the publishing side of the business. He is also aware that record labels and artists are well served by industry relations teams at streaming platforms – they are in and out of those offices every day – but that publishing hasn’t yet enjoyed that kind of direct relationship.” “Oliver wants to underline the importance of publishing and songwriters to Apple. That’s what this move is all about.”

This move doesn’t necessarily mean that Apple will be working to produce its own original music content in the same way it is doing for TV shows but this could be in the company’s future.