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kottke.org posts about Jimmy Iovine

The Defiant Ones

posted by Jason Kottke   Jun 16, 2017

From HBO, The Defiant Ones is a four-part documentary on Dr. Dre and Jimmy Iovine directed by Allen Hughes (who co-directed Menace II Society).

The four-documentary event is told with the help of many of the most notable artists and figures of our time, reflecting Hughes’ unfettered access to Iovine, Dre and the remarkable cast of figures who have been a part of their success story. In addition to extensive interviews with Dr. Dre and Jimmy Iovine, who speak frankly about their highs and lows, the show includes interviews with such music icons as Bono, David Geffen, Eminem, Nas, Ice Cube, Gwen Stefani, Jon Landau, Tom Petty, Trent Reznor, Snoop Dogg, Bruce Springsteen and will.i.am. The series also features never-before-seen footage from a multitude of recording and writing sessions with Eazy-E, JJ Fad, Stevie Nicks, N.W.A., Tom Petty, Bruce Springsteen and U2, among others.

Ok, fine, looks good, but the real reason you should watch this trailer is to hear Snoop talking about being on the cover of “The Rolling Stones” magazine and its aftermath…and then the cut to Eminem. Who says there’s no good editing happening in trailers?

Also, I wonder if they’re going to go into Dre’s history of domestic violence? I’m guessing not? Defiant indeed.

Marketing by Beats By Dre

posted by Jason Kottke   May 14, 2014

This short profile of Beats By Dre contains many nuggets of marketing wisdom.

When developing the first Beats headphones, Iovine would lay out various prototypes in his Interscope offices and then poll everyone who came to see him. “It was this incredible parade of the world’s great artists,” says Wood. “M.I.A. or Pharrell Williams or Gwen Stefani or Will.i.am would come around, and I’d ask them, ‘What do you think of this one? What about this? What about that?’ ” says Iovine. “It’s not a numbers thing. I go to people with great taste.” As he and Dre prepared to launch the final version of Beats, Iovine sent a pair to another world-famous guy: LeBron James. Iovine had been hanging out in the editing room with James’s friend and business partner Maverick Carter during the development of a documentary on the basketball star. “Mav called me back and says, ‘LeBron wants 15.’ ” Iovine sent them, and they turned up on the ears of every member of the 2008 U.S. Olympic basketball team when they arrived in Shanghai. “Now that’s marketing,” says Iovine.

It’s easy to see why Apple might want to buy them. See also With Beats, Apple buys the unobtainable: street cred, Why Apple Wants Beats, Why Apple’s Beats buy is genius, and Apple’s Beats Deal Is All About Bringing Music Mogul Jimmy Iovine On Board. Iovine is the new Steve Jobs, basically. *ducks*