It’s Not Beats1’s Fault, Blame Steve Jobs
Beats1 is on the air!
I’m underwhelmed thus far and I blame Steve Jobs. He taught me to expect the unexpected. He created products that at first blush seemingly made no sense (an iPad? I have an iPhone. Why do I want something bigger?), but were nearly instantaneous culture changing innovations. He created a brand expectation that sadly Apple can no longer live up to.
In my mind I was really hoping Beats1 was going to be revolutionary, be a paradigm shift for radio, inspire a new generation of broadcasters and push the industry back on it’s heels a bit. I imagined that they would figure out a way to integrate a song an hour from everyone’s personal iTunes collection weaving it seamlessly into the fabric of the radio station making it a truly personalized experience. I envisioned a XAPP Media type vocal recognition program which would allow you to say out loud, “buy this song” and it would instantly download to your iTunes account. I counted on Apple to create the fully integrated, connected, social savvy, second screen radio has been struggling to create. My expectations were too high.
Instead, so far, the bigger impact of Beats1 is for rising artists who get a global spin and ideally, for them, an instant international fan base. (Also, Pandora founder Tim Westergren’s dream. AUDIO)
As it impacts radio, Beats1 seems more of a blast of the past than a quantum leap into the future:
Shouting city names over records.. Radio does this.
Live reads. Radio does this.
Pre-Recorded outdated promos. Radio’s got those in droves!
DJs that talk too much. Radio’s got ‘em.
DJs in multiple locations. Yep..
Dead Air. Sure.
Celebrity DJs. Requests. Listen call-ins. Social media engagement. Radio does all that too.
What exactly is the innovation here?
It’s week one, so we’ll give them time to get settled and check back in next month or so. Meantime, if you hear something truly unique let me know.
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