Beats Wants to Push its Streaming Pipe Into Apple's Music "Hole"

By Gerald Lynch on at

Let's be honest -- it was always going to be the Beats Music service, not Dre's overpriced headphones, that Apple was going to be most interested in following its purchase of the down-wit-da-kids tune-peddling firm. Beats co-founder Jimmy Iovine has echoed those sentiments in an interview with GQ (where he has been named one of the publication's men of the year), revealing the workings of his role under the Apple banner.

"When I go up to Apple to work on this music service we're doing, I'm in it. I'm in that spot from 1973, in the studio, just saying, 'I've gotta crack the code on this thing.' But I got it. It doesn't have me. The holy grail is peace, with ambition." he said.

"Peace, with ambition." Yep. According to Iovine, it was he who spearheaded Apple's purchase, as opposed to the Cupertino company poaching Beats.

"I convinced them that they had to buy [Beats]. I said, 'I don't want to work for anybody else. I want to do this at Apple. I know I can achieve this at Apple. I don't want to shop it. I wanna come here, to Steve's company. I know you guys; I know what you're capable of; I know you get popular culture. I know you have a hole in music right now; let me plug it. I think it was two years before they said yeah."

As many have expected, Iovine also seems to confirm that Beats Music will, in some shape or form, go on to become the backbone of Apple's iTunes music streaming service.

"After Steve died, and with the rise of streaming, I could see they needed something. Beats Music fit." [GQ]