Apple Music’s top brass came together recently to discuss the major success of the streaming service 18 months after it launched and what the future holds.
Apple’s music streamer debuted 18 months ago and has since built up millions of subscribers and established itself as one of the top streaming services in the world. To discuss how the service has come so far in such a short space of time some of the streamer’s top executives spoke to Complex about their journey.
Apple Music’s head of content Larry Jackson, marketing master Bozoma Saint John and ex-Radio 1 DJ and current Beats 1 station runner Zane Lowe shared their opinions. Firstly they were asked how they would describe Apple Music now compared to when it started, saying:
Larry Jackson: It’s really interesting that you would even ask a question like that, because it means that we’ve achieved what we set out to achieve initially: Make something that’s the intersection of all things pop-culture. To make it more than just a utility. I like to think of it as a place where the best creative thinkers in music can congregate and come up with different ideas.
Zane Lowe: Larry was the first person who ever called me and asked if I wanted to be involved in Apple Music. For the most part, it remains how he and I talked about it in that first conversation, which was a place for music to live, and for artists to call home, and for an audience to feel like this is where the conversation is happening. I want it to go deeper than just availability.
Bozoma Saint John: Apple Music is a living, breathing brand. Obviously, as a marketer, I love to work with brands that aren’t static, that have life and personality. Apple music has that. It’s very affirming to be able to take the personalities that already exist and then make that one statement that can move culture.
When asked what they think the music industry will look like in another 5 or 10 years they said:
Saint John: We’re developing something very special and we just want people to pay attention to it. My five-year vision is that I want every single person on the planet to be engaged on Apple Music. I truly believe we’ve created something very, very special. I don’t think anyone else can do this. I will scream from the mountain top until everyone knows.