Because the video is shared on Apple Music Connect, it does not require an Apple Music subscription to watch. Designed to let fans connect with artists, Apple Music Connect's content is all available for free and will continue to be free after people's three-month free trials expire.
Alongside the debut of the "Trouble" music video on Apple Music Connect, Keith Richards also did an interview with Zane Lowe on Beats 1 radio. It will replay tonight at 10:00 p.m. Pacific Time.
Apple uses exclusive content and interviews as a way to lure customers and distinguish itself from the myriad other music services available, and has premiered videos like Pharrell's "Freedom" and Eminem's "Phenomenal." A recent rumor has suggested some of the exclusive videos Apple has offered, including Drake's "Energy," have been developed in-house with Apple working alongside artists to produce content for Apple Music.