The quiet little village that is the podcast industry is about the get a lot louder, with Apple's introduction of an upcoming feature that is likely to change this modest medium forever.
After months of secrecy Apple have announced that former BBC Radio 1 host, Zane Lowe will be the headline presenter on Apple's new global radio service Beats 1.
Although the name suggests a content driven radio service, it is in fact much more akin to the streaming services already popular with music fans such as Spotify and Last FM.
Available in the US only (although further rollout is planned), it offers a subscription based service to rival Spotify and Rdio. Apple are also rumoured to be planning a streaming service launch (also subscription based) later this year.
So should Spotify be quaking in their oh-so-on-trend boots? Frankly, no.
Apple and Twitter both appear to be gearing up for an entrance to the world of music streaming.
With Apple's iTunes already the world's biggest music retailer a service that's rumoured to set to rival Pandora and Spotify would be an interesting addition to their current music stable.