Jul 9 2013, 8:20am CDT | by Sumayah Aamir
AT&T was the helping hand that Jimmy Iovine’s Beats Electronics employed in its quest to make its music service touch the sky. According to CNet
, the service will be called Daisy. AT&T gets access to the music set up this way too. The deal is one of mutual cooperation and exchange of benefits. It is like a game that two can play and both can win at the same time. Jimmy Iovine has taken part in a series of negotiations with AT&T. The outcome is hoped to be favorable enough to seal the deal. The ultimate goal is the diversion of Spotify and Rdio users towards its own services.
The discussions are still in their nascent phase. How they will end up is a moot point. The exact method by means of which the service will be shuffled into the AT&T system is a mystery. Most probably it will involve a music sampling trial free of cost for the user base. A pact with AT&T is just what Beats needs for its survival. It would thrive once it got the necessary support of the telecommunications giant. Daisy could stand up to Pandora and Google’s latest music service too, provided it strikes the iron while it’s hot. Beats already has partnerships with HTC and HP. Jimmy Iovine’s company provides services for computers, tablets and smart phones.
Whatever the case may be, Beats wants to paint the town red. The consumer market is ready and receptive to such an overture. The time is now and it may be too late if any delays are made in the schedule for the launch of the service. There is another story that just got out concerning billionaire businessman Len Blavatnik’s huge investment in Daisy. It is an interesting phenomenon.
In fact, Jimmy Iovine may just have a handle on the situation. The fact that music is a burgeoning industry is a sign that resources ought to be concentrated in the sector. Then there is the expansion in leisure time. The excess duration at hand can only be filled with relaxing and fun activities. Music is the chief one among them. It is the purest and most harmless means of catharsis. Called the century of the mind, the 21st century will open up new vistas in the psychological realm. Seeing that cultural heuristic, it seems that Jimmy Iovine has taken a wise decision, one that may serve him well in the future.
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