After a year of hype, Beats Music is finally here, and if it has a definitive pitch, the company's frenetic, towheaded CEO Ian Rogers served it to me over blaring punk music in a Lower East Side bar last week. "I've got [legendary producer] Jimmy Iovine calling me on the weekend and saying, 'What the hell is this playlist?'"
Beats Music is late. The very people who helped turn headphones into fashion are arriving unfashionably tardy to the streaming music game. They're betting that the very same taste that sold millions of basically disposable plastic headphones can sell millions of music subscriptions too. And why would people bother when they've got a million other options with identical catalogs? Because the team at Beats has labored to create the tightest, most streamlined path between your fingers and the songs you want to hear.