Following Beats Audio’s acquisition of subscription music service MOG, BGR exclusively reported details about the company’s plans to launch an iTunes-like music service, codenamed project Daisy. We also reported that the company, which is known for its popular line of over-ear and in-hear Beats by Dr. Dre headphones, was interested in launching a subscription-based music streaming service. Beats Audio on Thursday formally announced the service and appointed Ian Rogers to oversee “the direction, vision and strategy for project ‘Daisy’ and the talented team developing the service.” The company also announced that Trent Reznor, best known for founding Nine Inch Nails, has been appointed chief creative officer.
“What’s missing from the digital music landscape is a cultural context,” said Jimmy Iovine, CEO and co-founder of Beats Audio. “We need to bring an emotional connection back to the act of music discovery. With Trent and now Ian we have the right team in place to do it.”
The company did not provide any additional details about the service, although it did reveal that it will launch in late 2013 as a stand-alone company under the Beats Electronics umbrella.
“After years of fighting and uncertainty, it’s now undeniable all the world’s music will be available on every device by just clicking play,” said Rogers. “However, the current streaming experiences aren’t good enough. They aren’t good enough for fans, who need it to be easier to find music they love. And they aren’t good enough for artists, who want to grow their audiences and make money. This is the opportunity I’ve been working toward my entire career.”