Beats Electronices to Launch Its Curation-Focused Music Service this Summer

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(from Billboard.biz, February 12, 2013)┬áBeats Electronics, producer of the popular luxury headphones, Beats, announced on Tuesday the company’s launch of its own music streaming service, coming this summer.

The service, also called Beats, will distinguish itself from other current streaming services by relying heavily on hand-curated playlists. There are currently 100 “pros” creating playlists for every occasion imaginable.

“If you go to the gym, we’ll know where you are. So when you wake up in the morning, there will be a list waiting for you,” says Jimmy Iovine, Chairman of Interscope Geffen A&M and co-founder of Beats, of the service.

The music service Songza uses a similar concept, providing listeners with appropriate playlists based on what time it is and the activity during which the music is being listened to. For example, driving to work in the early morning or studying late at night.

Beats will also accomplish its goal of “marry[ing] math with emotion” by using algorithms to create personalized playlists for its users, says Iovine.

Additionally, Beats will provide artists with previously unavailable access to valuable information indicating who their listeners are.

Beats Electronics recently acquired music streaming company MOG last year for less than $10 million. While although MOG “was a failed utility” says Iovine, “the infrastructure and technology were great.” Hiring 50 good engineers is a difficult task, so Iovine was glad to have retained 99% of MOG’s engineers. In January, Ian Rogers, who previously ran Yahoo’s music streaming service, was named MOG Chief Executive.

The service will most likely charge the same $10 monthly subscription fee as its competitors.