In an interview, those responsible for Apple Music tell about controversies involving artists and the service

THE Apple Music recently it surpassed the mark of 20 million subscribers, achieving this in just 17 months. Even with a short time of existence, there have already been several controversies involving the service (and it does not seem that it will end here). Talking a little about them and other issues, those responsible, Jimmy Iovine and Larry Jackson, talked to the The New York Times.

When asked about the big “wave” of hip-hop and R&B artists, Jackson said that this was something that came before the service even arrived; he argues that artists of these genres that top the charts, like Drake, Beyonc, J. Cole, Frank Ocean and The Weeknd, are also just pop, in a certain way: “How does this pop? You don't hear Frank Ocean or J. Cole on radio pop, but the streaming has inaugurated what the new pop . ”

Drake singing at a concert

Speaking of Frank Ocean, he was one of those at the center of one of the big controversies. After leaving his record company (from the Universal Music group) to produce the album "Blonde" with its own record label and, initially, exclusively for Apple Music, Universal ended up vetoing all its artists to make an exclusive agreement with any music service. streaming musical.

About this, Iovine declared that they worked with Ocean and the artist himself would decide where to launch his music. “What happened to him and Universal really between him and Universal. It has nothing to do with us. Nothing, ”said the executive at Ma.

Album cover

The subject of piracy came up when there was talk of exclusivity in the service. Jackson admitted to having used BitTorrent once or twice in his life, but called attention to “the simplicity and design” of streaming in general and how they ended up making pirated downloads a “less attractive idea” and even inconvenient.

Another controversy that was around Apple Music was the album “The Life of Pablo”, by singer Kanye West. He, who had signed exclusivity with TIDAL, ended up releasing the album for Ma's service some time later.

When asked if Apple wanted to launch it as an exclusive, Iovine said he respected the decision to close with TIDAL since West and Jay Z are friends and even thought it would happen sooner. Jackson explained that West's friend is that he and Iovine even visited the recording studio twice to give feedbacks while the album was being produced. "It's not all about business," he said.

Kayne West

When asked if there is any “feud” between Apple, Spotify and TIDAL, Iovine replied: “Not at all. We are competitors, yes. But it doesn't go beyond that, absolutely not. ”

When it comes to the creative relationship with the artists, Jackson vented saying that he is saddened to hear or read statements that his transactions are done in a "cold and insensitive" way. "The process is much more collaborative than just sitting in some ivory tower doing math," he reported. An example he cited was that of Taylor Swift's great contribution to the treadmill commercial; he said it was all her idea and they worked on it with the director.

The full interview can be seen (in English) here.

There is no doubt that Apple has handpicked (and certainly) the people who would work with your service. streaming. Much more than software, Jackson and Iovine's interpersonal relationships, and their way of dealing with the industry, certainly contributed to the growth of Apple Music.

(via 9to5Mac)