It makes sense. Apple is launching a service for their own profit motives. Service is new and has no traction, they need a marketing move to build traction. One

It makes sense. Apple is launching a service for their own profit motives. Service is new and has no traction, they need a marketing move to build traction. One of those moves is a free trial with other people's IP. Those people will, presumably, profit as well from the service once it gains traction. In the meantime, Apple - the initiator and owner of said service, asks other people to foot the marketing bill for their own business. Which wouldn't be an odd proposition if a) it was a service first of its kind in a non-crowded space and b) some types of IP in this sector is time sensitive (airplay on pop hits is measured in months after launch and drops off, like games) c) apple is loaded with cash