Apple Music has launched a new video channel dedicated to airing music videos on a 24/7 basis, Apple announced on Monday.

Branded as “Apple Music TV,” the video arm of the popular music streaming platform will be accessible to subscribers in the United States (for now) via the Apple Music app along with Apple TV. The channel will air traditional music videos in addition to short-form and long-form video content focusing on artist interviews as heard on Apple Music 1 radio.

Apple Music executives plan to use the new channel to premiere exclusive video content beginning with the debuts of Joji’s “777” and SAINt JHN’s “Gorgeous” this Friday, October 23rd. Apple Music TV will also feature a 24-hour Bruce Springsteen takeover leading up to the arrival of his next studio album, Letter To You. The exclusive takeover will include the broadcast of Springsteen’s old music videos, archival concert footage, a virtual interview with Zane Lowe, and a livestream Q&A session where 1,000 fans will get the exclusive first listen to the album.

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“A great list of sampled artists on a typical day would be Drake, Dua Lipa, BTS, Billie Eilish — a contemporary mix of current hits,” Rachel Newman, Global Head of Editorial and Content at Apple said in a press statement with Monday’s announcement. “It’s such a great way for music lovers to see big, contemporary hits in an easy-to-consume, lean-back way and be able to access Apple Music from the TV app at the flick of a switch.”

Click here to explore the new Apple Music TV. Scroll down to watch promo footage from the video interview between Springsteen and Lowe.

[H/T Billboard]