Client: Beats by Dr. Dre
Project: Beats Music
A new music service curated by people who believe music is emotion and life.
Streaming music services lack heart. Algorithms aren’t enough to fix the problem—to do that you need people driven by a passion for music.
That was the brief Jimmy Iovine and Trent Reznor gave us: design a revolutionary new music service combining human curation and technology, creating a new way to experience music. And, once it’s built, launch it to a mass US market.
The result is Beats Music. We tackled the entire problem from branding and naming, to designing the user experience and interface, and marketing in digital, retail, social, events, and broadcast, including the Super Bowl.