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Spotify's Genius-powered "Behind the Lyrics" integration, which flashes lyric snippets and behind-the-scenes tidbits during users' listening experience, has become one of the music-streaming service's most viral, beloved features. Not to be outdone, rival service Apple Music is now also partnering with Genius – and in classic one-up fashion for the company, it's gone for bigger scale.
Beginning Thursday, Apple Music will be the official streaming platform on the Genius website, allowing subscribers who visit the site on the desktop or mobile to play any song in full of the song page. In addition, Genius will also provide lyrics for Apple Music, but it will not display track-related trivia in the Spotify integration. "We've been talking to Apple for a long time – we've been a fan of their product for a long time," Ben Gross, Genius's chief strategy officer, Rolling Stone. "The product integration was an ongoing conversation. We'd worked with Apple before. We wanted to do something bigger. "
Courtesy of Genius
Gross adds that the two services worked together to design the new features. "We're going to have the biggest web platform that has lyrics for every specific song, and that's a dream audience for a streaming service," he says. "It's a super valuable audience, and all major streaming services have been interested in doing something with us."
Apple Music recently finalized its year-in-the-making purchase of music-identification company Shazam, after the deal passed a European Union investigation, and added lyrics to a small portion of its catalog in iOS 12. By the latest count, the service has a US user base of the same size as Spotify 's – though the trainer still has a lot of money.
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