Apple hires Shiva Rajaraman; former YouTube & Spotify exec

In a bid to boost its video and music strategy, Apple has hired former YouTube and Spotify executive, Shiva Rajaraman.

Citing sources familiar with the matter, The Information reports that Rajaraman will report to Eddy Cue, Apple’s senior VP of internet software and services.

The report also says that there’s an ongoing debate at Apple about the direction of its videos efforts, as well as other efforts like search. It seems that Apple hasn’t yet decided on a Plan of action for these areas and that executives have been unable to come to an agreement.

“Executives have debated how to go forward in video. One idea that has been discussed is to bundle its music, news and book offerings with new video and cable services that could be activated via the iPhone and work on Internet-connected TVs,” the report said.

Apparently, Rajaraman will be working on improving the “look and feel” of Apple Music, where the company plans to host all its original video content. Apple is also reportedly planning to add a new section to their music streaming app called TV and Movies.

Coming down to his professional history, Rajaraman spent 8 years at YouTube, working to secure licensed content from companies like Disney for streaming. After his tenure at YouTube, Rajaraman spent two years at Spotify working on its video and podcasting efforts, licensing content from Time Warner, Disney and NBC.

Last month the company hired former Amazon Fire TV head and Netflix executive Amazon to head its Apple TV business.