Apple Music

Apple Music is a subscription-based music streaming service provided by Apple. The service was initially developed as Beats Music by Beats Electronics with significant creative input from Nine Inch Nails frontman Trent Reznor, who served as Chief Creative Officer, and NIN art director Rob Sheridan, who was deeply involved in the service's creation and design.

Development and "Project Daisy"

The origins of Beats Music can be traced back to 2011 when Beats Electronics acquired the streaming service MOG for an undisclosed amount. Following the acquisition, Beats officials stated their goal was to develop a "truly end-to-end music experience."

In December 2012, Beats hired Reznor to serve as Chief Creative Officer for a new music service codenamed "Project Daisy." Reznor was initially approached by Beats co-founder Jimmy Iovine to consult on headphone audio quality, but the conversation shifted when Iovine mentioned the streaming service project. As Sheridan explained in a 2013 interview: [1]

Jimmy [Iovine] has a tremendous amount of respect for Trent. But when Jimmy initially brought Trent on board at Beats, he was looking at him just as a producer and an audio guy... It was by chance then that Jimmy mentioned this other Beats project, this streaming music service. That was something Trent was really interested in, problem solving as it pertains to the music industry and business models.

Trent Reznor as Chief Creative Officer (January 2013-August 2014)

In January 2013, Rolling Stone reported that Trent Reznor was named the Chief Creative Officer for the "Daisy" project. This appointment underscored Reznor's integral role in shaping the platform's identity and direction. As Chief Creative Officer, Reznor brought his extensive musical expertise, innovation, and vision to the forefront.

Beats Music Official Launch (January 2014)

Beats Music officially launched in the US on January 21, 2014. Reznor's contributions were instrumental in crafting the platform's user experience, content curation, and overall vision. His unique perspective as a musician and composer played a crucial role in differentiating Beats Music from other streaming services.

In order to help promote the new platform, Nine Inch Nails released the promotional Remix 2014 EP for exclusive streaming on Beats Music, as well as reissuing the previously Spotify-exclusive Live 2013 EP on Beats Music.

Under Reznor's creative leadership, Beats Music introduced several groundbreaking features, including an innovative playlist creation system that combined algorithms with human curation. This approach aimed to provide users with highly personalized music recommendations and playlists, reflecting Reznor's commitment to delivering a unique and engaging listening experience.

Acquisition by Apple (May 2014)

Just a few months after Beats Music's official launch, Apple acquired Beats Electronics on May 28, 2014 for $3 billion. One of the primary reasons Apple acquired Beats was for the Beats Music service. Apple needed an entry point into the streaming music market, as consumer music consumption increasingly moved toward subscription services. Trent Reznor transitioned to Apple Music, where he continued to contribute to the evolution of the music streaming landscape. His role as Chief Creative Director at Apple Music involved integrating Beats Music's technology and philosophy into Apple's ecosystem, ensuring a seamless transition for users.

Rob Sheridan, who had been involved with the project as creative director since 2011, chose not to transition Apple alongside Reznor, as he felt the project under Apple was no longer a good fit for him, and because he was also transitioning away from NIN at the time.[2]

Legacy and Ongoing Impact

While Beats Music as a standalone platform ceased to exist in 2015, its influence on the digital music industry and the legacy of Trent Reznor's creative contributions endure. Reznor's dedication to artists' rights and his vision for a more artist-friendly streaming environment continue to shape the way music is experienced and consumed in the digital age.

Reznor left Apple in 2018, citing a disinterest in being involved in marketing over artistry.[3]