The launch of Apple Music TV begs the question of why the tech giant is interested in seemingly outdated forms of broadcast media.

As Variety reports, Apple Music TV is a free, U.S.-exclusive, 24-hour livestream of the world’s most popular videos, curated by its team of music experts via the Apple Music or Apple TV apps (via web browsers, iPhones, iPads or Apple TV devices). The channel is also attempting to reshape the market of the past with its own version of video premieres, starting this Friday with two artists – Joji’s “777” and Saint John’s “Gorgeous” – at 12 PM ET and continuing every Friday thereafter as new videos are released. It will also focus on other exclusive, music-related content that Apple has invested in, such as concert films and interviews with musical artists, similar to MTV and BET of the past.

“It’s an era that’s coming back. If you look at all these kids on TikTok or Instagram, they’re so inspired by the fashion of the ‘90s, and even to a lesser extent the ‘80s,” Texas-based creative Sondra Bishop said in a personal interview. “They say nostalgia takes 20 to 30 years to take root because the people in that era are coming of age and the creatives behind what we see in fashion, music, art, cinema, television. And I think we’re definitely seeing that with this resurgence of the ‘90s across all of that media.”

Bishop, a self-proclaimed connoisseur of '80s music and fashion, was there when the first music videos debuted on the now legendary MTV in 1981, with the aptly titled "Video Killed the Radio Star" by The Buggles.