Iovine discusses Beats streaming service

By | Published on Wednesday 13 February 2013

Beats Electronics

The all-new streaming music service from Dr Dre and Jimmy Iovine’s Beats Electronics company will launch this summer, or so Iovine said at the AllThingsD Dive Into Media conference this week.

As previously reported, the Beats company has recruited former Topspin boss Ian Rogers and digital innovator Trent Reznor to lead on its new streaming platform, which had a working name of Daisy but which will, seemingly, actually operate simply as Beats.

It’s assumed the new service will build in some way on the existing MOG streaming platform, which Beats acquired last year, though Rogers, Reznor and now Iovine insist that the new service will present discovery and curation in a better way to all the existing players in the streamed-content marketplace.

According to All Things D, Iovine rambled on quite a lot about the lack of curation on existing streaming platforms during his session at their event, observing: “There’s an ocean of music out there and there’s absolutely no curation for it. Apple knows a lot about your music taste. Google knows a lot. Facebook. But no one is using it to curate”.

We already knew from Reznor that Beats’ plan was to involve more human beings in the process of recommending tracks to users, which isn’t an especially original plan, though it’s true no service has really cracked it when it comes to combining friend, expert and statistical data to provide an effective discovery service, especially one that works without any real effort on the part of the user.

Expanding on that theme, Iovine said his company’s service would “marry math with emotion”, partly by employing a hundred people to curate lists of music. Emotional people we assume.

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