THE RIGHT MUSIC: THE DESIGN OF BEATS MUSIC
| Title | THE RIGHT MUSIC: THE DESIGN OF BEATS MUSIC |
| Brand | BEATS MUSIC |
| Product/Service | MUSIC STREAMING SERVICE |
| Category |
A01. Innovation |
|
Entrant Company
|
R/GA London, UNITED KINGDOM
|
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
| Anthony Baker |
R/GA London |
Technical Lead |
| Anthony Galvin |
R/GA London |
Technical Director |
| Dan Kashman/Rory O' Flaherty/Anne Taillandier |
R/GA London |
Digital Advertising |
| Daniel Nieuwenhuizen |
R/GA London |
Associate Design Director |
| Dave Robbins |
R/GA London |
Head Of Production |
| Germán Levy/Pablo Distefano/Leandro Glossman/Andrian Olaru/Razvan Pavel/Artur Ci |
R/GA London |
Engineers |
| James Temple/Jay Zasa |
R/GA London |
Executive Creative Directors |
| Jenna Livingston/Jason Ashlock/Luke Wicker |
R/GA London |
Copywriters |
| John Mullin/Tracy Hepler/Catherine Tirpak |
R/GA London |
Social Media |
| Jon Ward/Simone Cucchi |
R/GA London |
Senior Designer |
| Josh Mandel/Kat Friis/Monique D. Veillette/Shannon Worley/Alex Wills/Jocelyn Bir |
R/GA London |
Broadcast Producers |
| Josh Yeston/Wilf Eddings/Andy Bull |
R/GA London |
Art Director |
| Jp Toher/Jason Leitch |
R/GA London |
Senior Producer |
| Lucio Rufo |
R/GA London |
Creative Director |
| Niall Mccormack/Catarina Peres |
R/GA London |
Ios And Andriod Engineers |
| Patrick Van Kann |
R/GA London |
Executive Technical Director |
| Razvan Creanga |
R/GA London |
Quality Assurance |
| Rebecca Rumble |
R/GA London |
Editor |
| Rob Northam |
R/GA London |
Associate Creative Director |
| Scott Shaw |
R/GA London |
Interaction Design Director |
The Brief
Streaming music services lack heart. Algorithms aren’t enough to fix the problem, and deliver people the perfect music for the moment. If you love Paul Simon, you’ll really enjoy Art Garfunkel. That makes perfect sense to a computer, but not to a human being who lives and breathes and feels.
To fix that problem, you need to figure out a way to combine technology with people driven by a passion for music. That was the brief Jimmy Iovine and Trent Reznor gave us—design a revolutionary new service combining human curation and technology, and create a new way to experience music. And, once it’s built, launch it to a mass U.S. market.
The result is Beats Music, a digital music service that reinvents the category, by combing technology with human curation. There are three layers to the app. The first is a smart profile that users set up by telling it what genres and bands they are interested in. An AI layer connects that profile with input from human curators. An editorial team, made up of music experts, feeds the system with hand-selected playlists, albums, and songs.
Try the app for yourself and you’ll see that it achieves its objectives—the app does provide intelligent recommendations and personalize music more successfully and consistently than any of it’s algorithm-only competition.
The Beats Music App became the #1 music app in iTunes on the first day of launch. Thousands of mentions in the press, millions of social media impressions, and incredible reviews in the music and tech press. Beats Music is well on its way to become the dominant player in the space.