Jimmy Iovine Talks Apple Music, Competing Services, and Apple's Reaction to Taylor Swift's Letter

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In a new interview with Evening Standard, Apple Music executive and Beats co-founder Jimmy Iovine sat down to talk about everything from the launch of Apple Music to the company's dramatic reversal of its free trial royalties policy following Taylor Swift's public dismissal of the service in an open letter.

Iovine depicts a conversation between himself, Eddy Cue and Apple CEO Tim Cook that ultimately resulted in the support of Taylor Swift's -- and many musicians backing the pop star -- opinions on the service.
"Eddy [Cue, Apple senior VP] woke up on Sunday morning," says Iovine. "He called me and said, 'This is a drag'. I was like, 'Yeah, maybe there's some stuff she doesn't understand'. He said, 'Why don't you give Scott [Borchetta, Swift's label boss] a call? I called Scott, I called Eddy back, Eddy and Tim [Cook, Apple CEO] called me back and we said, 'Hey, you know what, we want this system to be right and we want artists to be comfortable, let's do it'."
Later in the interview, Iovine mentions an aim for more personality in the Apple Music experience, attempting to avoid the use of numbers and algorithms curating music for its users, and hiring experts for the job of building the playlists that fill out each Apple Music user's personalized "For You" section. Still, the Apple Music executive mentions a "numbing" amount of music streaming services available to customers -- from Spotify to Rdio and the newly-launched Tidal -- as a definite hurdle for the new streaming service to clear.
"There's a lot of [them]," he says, disdainfully. "Music deserves elegance and the distribution right now is not great. It's all over the place and there are a bunch of utilities. That's the best you can find. It's basically a really narrow, small, inelegant way to have music delivered. So it's sterile, programmed by algorithms and numbing."

As Iovine says: "Algorithms don't understand the subtlety and the mixing of genres. So we hired the best people we know. Hired hundreds of them."
The entirety of Evening Standard's interview with Iovine is worth a read, as it touches more on his background with Steve Jobs, his early-industry struggles with competitors like Napster, and the difficulties of hiring Zane Lowe away from the BBC and into Apple Music's 24/7 Beats 1 DJ position.

Article Link: Jimmy Iovine Talks Apple Music, Competing Services, and Apple's Reaction to Taylor Swift's Letter
 

Tech198

macrumors Pentium
Mar 21, 2011
15,086
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Australia, Perth
oh ya,,, and the bubbles are like watching a bubble bath...

Jimmy's a crackpot at WWDC. he's like mellow..

he knows what we like :D
 
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RickInHouston

macrumors 65816
May 14, 2014
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Most overused word today to mean 'not right'?

Elegant

Really? Does everything need to be 'elegant'? We should all take a look in the mirror at ourselves. Are you / Am I elegant? Do I strive for that?
 
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big-ted

macrumors regular
Feb 24, 2013
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They must have hired the wrong people when they handcrafted my personalised For You playlist, its been crap and hasn't improved over the last five weeks
 
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2457282

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Dec 6, 2012
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Jimmy is so not of the Apple cloth. He is, like Angela, of a different cloth. The cloth that does poorly in public speaking. Yet both are known for their skills and I wish we had a behind the scene look, because in the public they are not doing so well. But clearly Cook is pushing the company into services and beyond the hardware. So we have Eddy, Jimmy, and Angie. Let's hope the three do not get branded as the stooges and are able to deliver on the service promise that Timmy is making. There is certainly a lot of startup pain right now, but I am willing to afford them just a little longer to work out kinks, but after the fall announcements and release of the latest OS, I hope they will be "game on."
 

Mr Fusion

macrumors 6502a
May 7, 2007
810
853
I don't quite understand the point of these stories... Am I supposed to sympathize with Apple because they "did the right thing?" Am I supposed to care what any of these people think? I get it, it's Apple-related but come on this isn't the kind of content most of us are looking for.
 

usarioclave

macrumors 65816
Sep 26, 2003
1,447
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It's funny that people object to nothing, and they don't object to a little bit more than nothing.

The fact is, only labels make real money off of streaming music. Artists get jobbed. The solution is for artists to own the labels. Smart artists do that already.
 

CFreymarc

Suspended
Sep 4, 2009
3,969
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Apple music is a complete failure, the apple watch is a flop, Apple is nothing without Steve Jobs... Sack Cook immediately.... Shares are down...... Sorry just getting all of that out of the way before the naysayers arrive ;)
While I would not go that far to say everything sucks, the next shareholder meeting is not a love-in for sure.

From this, looks like Apple is falling to the "Big Campus Build Curse" many companies have suffered. That is, whenever a company becomes wildly successful and they build a new grandiose corporate facility, the bottom line and performance suffers.

This happend to Atari, Palm, IBM, AMD and even Intel when they build new campuses. Palm screwed up so bad, they ended up selling off their new campus land for capital transfer.
 
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Rogifan

macrumors Core
Nov 14, 2011
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Jimmy is so not of the Apple cloth. He is, like Angela, of a different cloth. The cloth that does poorly in public speaking. Yet both are known for their skills and I wish we had a behind the scene look, because in the public they are not doing so well. But clearly Cook is pushing the company into services and beyond the hardware. So we have Eddy, Jimmy, and Angie. Let's hope the three do not get branded as the stooges and are able to deliver on the service promise that Timmy is making. There is certainly a lot of startup pain right now, but I am willing to afford them just a little longer to work out kinks, but after the fall announcements and release of the latest OS, I hope they will be "game on."
When has Anglea Ahrendts spoken in public on behalf of Apple? I missed that.
 

Tamagotchi

macrumors 6502
Jun 13, 2013
369
412
Iovine is the least charismatic person I've seen. He couldn't even deliver a simple keynote properly... Someone who is shy, shutters while speaking, or doesn't have confidence: is fine - it's understandable, we can all relate to the situation. Someone who delivers his keynote seemingly under the influence of our dear friend Maria is an utter irresponsible person.

The service they've offered us is absolutely incomplete. Three (3) month trial so we can beta test it while they come out with a more drafted version of Apple Music... I'm really disappointed.
 

Rufuss Sewell

macrumors 6502
Jun 25, 2010
277
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Austin, TX
I for one am really liking the "for you" playlists.

I'm constantly surprised to hear really great (but obscure) songs from the 70's and 80's that I'd either forgotten about or never heard before.

I find myself listening to music for excitement and exploration which I haven't done for many years. Decades perhaps.
 
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Rogifan

macrumors Core
Nov 14, 2011
21,888
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While I would not go that far to say everything sucks, the next shareholder meeting is not a love-in for sure.

From this, looks like Apple is falling to the "Big Campus Build Curse" many companies have suffered. That is, whenever a company becomes wildly successful and they build a new grandiose corporate facility, the bottom line and performance suffers.

This happend to Atari, Palm, IBM, AMD and even Intel when they build new campuses. Palm screwed up so bad, they ended up selling off their new campus land for capital transfer.
Last quarter Apple posted 33% YOY revenue growth and 39% YOY net profit growth. Where is the bottom line suffering? If anything Apple is suffering from ridiculous expectations coming from past success.
 

BuffaloTF

macrumors 65816
Jun 10, 2008
1,024
943
Has he seen the Music app in iOS 8.4? Far from elegant. It's a confusing disaster. I like the service, but the layout is just horrific.
The only problem I'm having... or perhaps laser focused on so anything else is unnoticed to me... is the fact that the "Recently Added" word button in both Library and Playlists is a POS with corn in it, and works roughly 10% of the time (maybe less). I just want to be able to go in there... let me in... don't tease me. No, I didn't click on my profile... nor did I click in the album icon below it...
 
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