Apple Music boss Jimmy Iovine at WWDC 2015.
Photograph: Apple

Apple Music has already racked up greater than 30 million paid subscribers, however in keeping with boss Jimmy Iovine, the corporate nonetheless has a protracted option to go earlier than its happy with its streaming service.

The previous Beats CEO turned Apple exec sat down for a brand new interview together with Beats 1 DJ Zane Lowe to speak about the way forward for the service. Through the wide-ranging dialogue, the Apple Music crew revealed the way it thinks music streaming has to alter so as to dominate free rivals like YouTube.

Two years hasn’t been sufficient time for Apple Music to totally implement its imaginative and prescient, claims Iovine. As a former file label exec, Iovine says he desires to see much more engagement between followers and the artists.

I simply don’t suppose streaming is sufficient as it’s. I don’t agree that every one issues are going to be OK [just] as a result of Apple got here into streaming and the numbers went up,” mentioned Iovine within the Billboard interview. “Have a look at the catalog: It’s a matter of time earlier than the ’60s turn into the ’50s and the ’50s turn into the ’40s. The folks which are listening to the ’60s will die — I’m certainly one of them. Life goes on. So you need to assist the artists create new stuff that they’d by no means have the ability to do on their very own.”

What that new kind of content material and interplay can be like remains to be up within the air. Iovine says Apple is experimenting with quite a few concepts. Its helped movies like Drake produce music movies. Documentaries following artists have additionally been within the combine.

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One factor Apple appears set on his serving to artists to inform the tales behind their music. Relatively than simply having singles dumped right into a playlist, the service desires to encourage music followers to take heed to a whole album that artists spend a lot time crafting.

Apple can be seeking to encourage artists to see that there’s cash in recorded music. In an age when most musicians are profiting from their cash from reside reveals, Iovine and Zane Lowe wish to put the main target again on making nice music and never infinite touring.

“What do you get out of a No. 1? Two years of strong touring and a really drained artist,” explains Lowe. “That’s why hip-hop is so ­profitable as a result of they’re making information ­proactively. They’re consistently recording.”

Your entire interview is properly value a learn if you happen to’re excited about the way forward for streaming music and what the following massive scene is perhaps. Test it out on Billboard.