• 9.3.15

    Music's Latest Rebirth by Joe Pugliese

    Jimmy Iovine doesn't want to introduce you to new musicals acts, he wants to change the way you listen to music. His goals supersede what's in your headphones today (although he'd like to have a say about that, if you're willing), he's more interested in shaping where you're getting that music, how you're getting it, and what's in those headphones that are delivering it to you. Over the past four decades he's done this by bringing musicians to the forefront that were game changers. Now he’s trying again with Apple Music, a vision that Iovine had mulling on for the better part of his career, at least in theory. Wired Magazine caught up with Iovine and Dr Dre, his business partner, in the early stages of this process, and photographer Joe Pugliese was on hand to capture it.

    On its face, Apple Music isn't so different from services like Spotify or Pandora, but they've got their ringers. They've got Iovine and Dre. Spotify and Pandora have moved the needle in their own ways, and they've changed how the industry touches its own money, but that industry hasn't settled since Napster rose the alarm bells 15 years ago. Iovine and Dre are prepping to make this the new landscape for both consumers and labels; that's where they're different. And the two of them are exceptionally positioned to make that possible.

    On its face, the aesthetic that Joe employed seems unique, but in reality the posing and nontraditional coloring was inspired by a different era of music, one Joe was only too familiar with. "Billy Sorrentino, the Executive Creative Director at Wired, wanted to make a visual reference to 90s music magazines, especially from England,” says Joe. “Very colorful music covers. And that was my era of really caring about music, so I totally got it right away and loved the idea." When the assignment came down from Wired, he knew exactly how to approach it. Iovine, on the other hand, required some convincing. “We had to get Jimmy on board with it,” Joe says with a laugh. They eventually got him on board, with a little convincing by his daughter, who totally loved it.

    The work that Joe did with Jimmy and Dre ended up being so successful that Wired wanted to continue it, bringing it through portraiture that extended the story and focused on the new creative class. “It was nice of Wired to say let’s stick with that one style and push it for all these subjects that vary in age and gender and everything,” says Joe. “So it was a cool through line for the story to tie everyone together that way.” Where Jimmy is trying to change the creative landscape through a new creative guidance program at USC, people like Meredith Perry and Katie Moussouris are already employing creative solutions to change their industries. (Perry is charging devices using soundwaves, and Moussouris is paying hackers to find holes in programming to fix them). Like Joe's style on this Wired shoot, when we bring together the best of the past and future, we achieve the results that we are looking for.

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