Dr. Dre, HP to Reconstruct ‘Digital Music Ecosystem’
It was recently announced that Dr.Dre and Jimmy Iovine have inked a deal for a premium line of laptops, headsets, and software in conjunction with Hewlett-Packard. The new partnership between the music moguls and computer giant HP is being marketed as a wave that will expand the digital music era. Hewlett-Packard will release new products under the “Beats by Dre” brand starting this fall.
Iovine spoke to CNet on the new partnership and confirmed that he and Dr. Dre are part of a plan to reconstruct the entire “digital music ecosystem” from the sound file to the computer and culminating with high-end headsets. He didn’t comment on whether these new products would be in direct competition with Apple or whether if this was an attempt to tap the iTunes market.
He continued to explain his plan of action, “We have to fix the entire chain,” Iovine told CNET News. “Our position is to go to all the sources and try to improve sound and educate people…We can’t put anything weak in the line. Whoever puts out things that sound bad shouldn’t be as cool as something that sounds great.” Further emphasizing and marketing the new deal with HP as a way to improve the listening quality of music and not as an aim to save the music industry as a whole.
This is just the latest pairing HP has made with hip-hop elite. Pharrell and Jay-Z were featured as spokesmen in previous HP commercials. The company’s current media campaigns combined with Dre’s high musical profile and Jimmy’s music business savvy looks like to be the next winning team this fall.
Iovine concluded his interview with Cnet by stating, “I just want our product to sound better, the record business committed many, many mistakes in the last 10 years, and I’m right in there. One of them was letting its product get degraded. It’s one thing to let it get stolen, it’s another to allow it to be degraded because then you really don’t have a chance…video games and TV quality are getting better and the quality of our work is getting lower. If that happens, then music will become disposable. That’s something we can fix.”