Beats Music
 | |
| Web address | beatsmusic.com |
|---|---|
| Type of site | Internet radio, on-demand music |
| Registration | required |
| Available language(s) | English |
| Owner | Beats Electronics |
| Launched | January 21, 2014 |
| Current status | active |
Beats Music is a subscription-based online music streaming service owned by Beats Electronics. First developed in 2012 under the name "Daisy", the service will differentiate itself from its competitors by combining algorithm-based personalization with expert music suggestions from a variety of sources. The service builds upon Beats' existing consumer electronics line, and its 2012 acquisition of the similar service MOG. The service launched in the United States on January 21, 2014.
History
Development and launch
On July 2, 2012, Beats announced it had acquired the online music service MOG, in a purchase reported to have been between $10 million to $16 million. Beats stated that the acquisition was part of the company's goal to develop a "truly end-to-end music experience." The acquisition did not include the company's blog and advertising network, the MOG Music Network,[1][2] which was sold in a separate transaction to the broadcasting company Townsquare Media in August 2012.[3] MOG initially indicated that it would continue to operate independently with no immediate change in service.[2]
A few months later in December 2012, the company hired Trent Reznor of the band Nine Inch Nails to serve as its Chief Creative Officer, and to help develop a new music service codenamed "Daisy". As opposed to its competitors such as Spotify, Daisy planned to use a combination of personalization based on user listening habits, in combination with expert music curators. The company initially announced a launch by late-2013.[4] The company had hired a number of music industry members, radio personalities, and songwriters to serve as a music curation team for the service, led by former Clear Channel Communications executive and KIIS-FM music director Julie Pilat.[5][6]
In August 2013, a landing page was discovered for Daisy under its final name, "Beats Music".[5] The service was officially unveiled in January 2014, for a launch in the United States on January 21, 2014.[7]
Features
On launch, the service offers a library of over 20 million songs that can be streamed on-demand by users, having reached deals with all major record label groups. Users will be able to download songs for local playback; they will remain playable over the life of their subscription. The service uses a unique personalization system, combining recommendations based off listening habits and algorithms with human curation and playlists from an array of music professionals, including other "guest" curators, such as Rolling Stone, Rap Radar, and Pitchfork.[8] Trent Reznor described the model as "like having your own guy when you go into the record store, who knows what you like but can also point you down some paths you wouldn't necessarily have encountered." Song searches prioritize the original, master recordings of songs over other versions (such as covers). A feature known as "The Sentence" allows users to generate playlists by filling four blanks in a sentence with words describing various activities, moods, and genres.[4][7]
The basic subscription plan allows access to the service on three devices; alongside a web-based interface, apps will be offered for Android, iOS, and Windows Phone. Sonos announced that Beats Music would also support its wireless speaker systems on-launch. A family plan with support for up to 10 devices will also be offered; however, it will be exclusive to family plan subscribers on AT&T Mobility (who will also offer the service as part of a bundle with its smartphone data plans). AT&T subscribers will also be able to access a longer free trial period.[4][7]
Marketing
As with other Beats products, Beats Music will be heavily promoted through various channels; displays will be set up at Target stores, AT&T will offer exclusive bundles of the service with its mobile plans, and the service will also be promoted during The Ellen DeGeneres Show. The approach aims to target as much of the "mainstream" demographics as possible, including ones that have not been targeted by its competitors, such as adult women. Beats co-founder Jimmy Iovine indicated that "we're going to show people in the marketing how to use this service, how to be entertained by it and how to be fulfilled by it."[7][8]
An advertisement for the service starring Ellen DeGeneres was aired during Super Bowl XLVIII. Spoofing the fairy tale The Three Bears, the ad featured Ellen playing the role of Goldilocks.[9]
References
- ↑ Mike Snider (2 July 2012). "Beats Electronics acquires MOG music service". USA Today. Retrieved 13 October 2012.
- ↑ 2.0 2.1 Charlie Warzel (2 July 2012). "Beats Electronics Acquires Mog Rapper Dr. Dre's headphone makers scoop up digital streaming service". Adweek. Adweek. Retrieved 13 October 2012.
- ↑ Rhian Jones (24 August 2012). "Remaining half of Mog Music Network sells to Townsquare Media Group". MusicWeek. Intent Media. Retrieved 13 October 2012.
- ↑ 4.0 4.1 4.2 "Trent Reznor to launch streaming music service in partnership with Beats by Dre". The Verge. Retrieved 12 January 2014.
- ↑ 5.0 5.1 "Beats Music Beefs Up Curation Team, Says Service Is 'Coming Soon'". Billboard.biz. Retrieved 27 August 2013.
- ↑ "Trent Reznor's Beats-backed music service will launch in late 2013". The Verge. Retrieved 12 January 2014.
- ↑ 7.0 7.1 7.2 7.3 "Beats Music arrives January 21st, family plan exclusive to AT&T customers". The Verge. Retrieved 12 January 2014.
- ↑ 8.0 8.1 "Algorithm for Your Personal Rhythm". The New York Times. Retrieved 12 January 2014.
- ↑ "Beats Music taps Ellen DeGeneres (and bears) for Super Bowl spot". The Verge. Retrieved 5 February 2014.