Jimmy Lovine talked past and future prospects of Apple Music in one of his recent interviews, revealing a number of things while praising Cue’s efforts at the same time.
iOS 10 has been a huge step forward for Apple this year with more than two third of users updating. However, Jimmy had already pointed out that Apple services are still striving for perfection. An interview of Lovine with Billboard was published this Tuesday and it seems he has a lot of important insights to what the company is intending to accomplish in coming years. Taking the high road, he appreciates how far his entire team has come which took ten years to completely build. Comprised of people able to bridge the gap between the pop culture and technology. He gives interesting insights and ‘stories’ related to his career and Apple Music as well.
There were doubtful reports released recently that raised evidently notable questions and to clear them up in one quick go, Jimmy Lovine finally sits down with Billboard for an informative interview. Specifically, of the report from Rolling Stone which confidently claims that tech companies bring on record execs to foster partnerships with music industry elite. Somewhere its finger points at the former co-founder of Beats. Apparently, media has a strong eye for anything unusual it notices. This seems to be one of them. Apple purchased Beats in 2014 for $3 billion, bringing Iovine, Dr. Dre and their team in the game.
“Then Apple brought over 250 people from popular culture, from the media business — not one, 250 people. Right? So that’s why all of this is missing the point: it took 10 years to develop this team,” Iovine said.
That was the time when Lovine was quite a novice in the field. This led him to realize he needed to learn deeper working of the industry before he co-founded Beats. Lovine built a team around him comprised of Larry Jackson, Trent Reznor, and Luke Wood with many other tech enthusiasts with brilliant minds and a vision to achieve. He credits them for the design and engineering of Apple Music’s new user interface.
“It just looked like that to me, and I realized how far behind I personally was. So I set out to really understand,” he adds.
According to Lovine, Apple Music has come a long way and its story is truly inspirational. Perhaps he starts off with the reason being the same as well. He then details; telling the media about his inclination towards intertwining the tech and music industry. This was when he first met Steve Jobs and Eddy Cue in 2003. He kept forth the idea of partnering with Dr. Dre for headphones. However, with Jobs telling him to do it himself, the meeting did not go very well.However. He did not mention that ina negative way. Jobs said that in a manner that intended to motivate him. Jimmy Lovine had realized that the streaming services is the path to the future of music distribution in the industry by this time. He did do it himself, as Jobs suggested him.
He praises Rddy Cue quite a lot during an interview phase calling him gifted and incredibly natural. Appreciating his “great feel for popular culture and media” he goes like this-
Eddy Cue is incredibly natural; he’s gifted, because he was Steve’s guy, so he learned a lot about this. He’s very open and has a great feel for popular culture and media. So you put that team together, and you’ve got a shot.
Lovine cleverly drops hints regarding the upcoming strategies and plans of the company throughout the interview. He says Apple is working on a “hybrid” music product that will have the foundation of steps and ideas to make Beats a success. He carefully stays a step away from mentioning specifics about what the company is exactly planning for its future in the Music field. This surely generates curiosity with everyone looking forward to what was hinted though never detailed about.
And what we’re going to do, what we’re doing now that hasn’t been revealed yet, is we’re building the right hybrid. And we believe it’s the right hybrid, and the combination of these things together, we’ll build a music service that is technologically and culturally adept.
Apple’s recent content collabs with top artists already reflect “technologically and culturally adept” nature clearly. However, as Apple Music head clarifies, there are no intentions whatsoever to take over the record industry. As many have now started to doubt if Apple is bracing itself to burst into the record industry.
In-house produced videos by Apple Music are impressive attempt of the company to go for original content this time. One of the most compelling instances is the release of Drake’s 23-minute short film “Please Forgive Me,” exclusively on Apple Music. Billboard then asks him whether he is working towards a future where there’s no clear delineation between the tech and music industries. Lovine dismisses the idea straight away.
We’re going to do whatever we believe is great. We are going to make a combination of tech and popular culture that is exciting and adept at both areas. So that’s what you’re starting to see. It’s going to have a voice. It’s not going to be just a utility — “Go here and get your music, good luck,” or, “We’re going to send you a list” — that’s great, but that’s not what this is. That’s not what this was, anyway.
What can we conclude from this? Of course, the tech giant has some organized plans for its future in every aspect which Lovine did not reveal. However, After all of what he said, it still seems to me like he turns easy to use, very clear-cut iTunes Music service into a basic concept of tech and music integration. Seeing overall, he has been a detriment instead of an asset here. Read the entire interview on Billboard and share your opinion as well.