Apple Music impresario Jimmy Iovine is continuing to take a slow and steady approach to developing the popular streaming music service into a cultural centre point that goes beyond being merely “a bunch of songs and a few playlist.” In a recent interview with Bloomberg, Iovine touched on several of the projects that he’s working on with various artists and Hollywood moguls, from already announced projects like “Carpool Karaoke” and “Planet of the Apps” to several documentaries, suggesting that Apple could release as many as 10 original series by the end of the year. While Iovine didn’t go into details on any unannounced projects, sources suggest that two will about the legendary hip-hop labels Bad Boy Records and Cash Money Records, while another is about Clive Davis.
I’m trying to help Apple Music be an overall movement in popular culture, everything from unsigned bands to video. We have a lot of plans. We have the freedom, because it’s Apple, to make one show, three shows, see what works, see what doesn’t work until it feels good.”
Perhaps unsurprisingly, considering his roots, Iovine remains focused on music-related projects at this point. A possible sequel to R. Kelly’s “Trapped in the Closet” is said to be in the works, and Iovine is developing another show “loosely based” on the life of Dr. Dre. However, Iovine notes that he eventually does plan to go beyond music and has already had discussions with Hollywood producer Brian Grazer and director J.J. Abrams. As Iovine describes it, “Apple music is nowhere near complete in my head,” but emphasizes that he plans to grow the service slowly “no matter what,” much like how he founded and built Interscope back in 1989, beginning with a couple of lesser-known artists and slowly growing into one of the world’s most successful record labels.