YouTube, the global juggernaut in video streaming, is about to flex its considerable muscle in the music subscription space.

After months of chatter and speculation, the Alphabet-owned streaming platform YouTube Music was announced last month and presented to Australian media and industry partners last week in Sydney, where the tech giant employs a team dedicated to curation. The new platform is still teased as “coming soon,” though a special “Night With YouTube Music” event next Tuesday suggests the launch is coming sooner than you think.

The multi-tiered YouTube Music promises a whole bunch of new tricks, from deep cuts, to an offline mixtape based on interests that updates daily and a feature which enables artists to upload music via the app. Oh, and video.

TIO caught up with YouTube’s Head of Music Content Partnerships (ANZ) Ruuben van den Heuvel for a closer look.

So where are we at with the new platform?

It’s rolling out as we speak. Australia and New Zealand will be some of the first markets in the world where that happens.

What we’ve been doing over the last few years but specifically in the last year-and-a-half since (global head of music) Lyor Cohen joined and really gave us musical focus, we’re been collaborating deeply with label partners and really starting to understand their priorities to see how we can help promote and, importantly, help break artists.