![]() ![]() Iovine – who has always had a knack for backing pursuits that were somewhat ahead of their time, like Farmclub – appeared to be the key (maybe only) senior Apple exec that saw Connect’s long-term potential. “So I reached out to Tim Cook and Eddy Cue and said, ‘Guys, can we build a bigger and better ecosystem with the elegance and simplicity that only Apple can do?'” “You want to stream music, you can go over here if you want to stream some video, you can check some of these places out you want to follow some artists, there’s more confusion for that,” he said. On the day of Apple Music’s launch at the Worldwide Developers Conference in June 2015, Iovine echoed Drake’s words regarding the “confusing places” to post content online, and described the music industry as “a fragmented mess”. This is why Jimmy Iovine, Apple’s former Head of Music Operations, described Connect at the time as one of Apple Music’s three key differentiating elements, alongside human-curated music streaming and the 24-hour Beats 1 radio station. Artists could develop followings, just like they can on the aforementioned social media platforms, and also respond directly to a fan’s comments.Īs such, Connect was sort of an Instagram– SoundCloud-Facebook-Twitter- YouTube hybrid. ![]() Artists could use it to share lyrics, exclusive photos, videos or even release their latest song directly to fan followers from their iPhone.įans could then comment on or ‘like’ something an artist posted, and share it themselves direct to iMessage, Facebook, Twitter and email. Four years on, Connect is no more – but just how big could it have become, had Apple committed more readily to its relationship with music fans, and its growth?Īt its core, Apple Music Connect was a social media platform embedded into the Apple Music ecosystem. Connect could have been hugely influential.Įxcept it wasn’t. In a world where every streaming service is desperate to differentiate itself, Apple had something really unique. #Musicconnect updateWhen Drake high-fived Apple’s Senior Vice President of Internet Software and Services Eddy Cue (or as Drake calls him, “ that Boy E Que“) and walked back behind the curtain to update his Instagram account, we were all left convinced. “Instead of having to post your stuff on all these different and sometimes confusing places, it all lives in one, very simple, very easy place, and that is Connect.” “And instead of having to post your stuff on all these different and sometimes confusing places, it all lives in one, very simple, very easy place, and that is Connect.” “Spend the time on your craft, assemble the right body of work. “We encourage you to spend the time on your body of work,” he added, punching his left hand into his right hand to emphasize his message. “The dream of being a new artist like myself five years ago, and connecting directly with an audience has never been more close and reachable than right now,” evangelized Drake, pacing from stage left to stage right. As Drake walked out to cheers and applause wearing a vintage Apple varsity jacket, chest emblazoned with the company’s rainbow logo, Apple’s new Spotify competitor was made instantly cool and Connect was made instantly credible. ![]()
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