Just when it looked as though Spotify was ready to surge ahead in the music-streaming market, Beats Electronics have thrown their hat into the ring. The company - perhaps best known for their Dr Dre line of headphones - has been plotting its entry into the streaming market for at least 12 months, following their acquisition of the digital service Mog, according to the New York Times.
News this week suggests Spotify executives should start thinking about upping their game, with Beats announcing the media-savvy Trent Reznor - frontman of Nine Inch Nails - as its chief creative officer of Daisy. Digital music executive Ian Rogers, formerly of Topspin, has been appointed CEO of the new project. Together with Beats co-founder Jimmy Iovine, Reznor will help develop Daisy into a streaming service that will "bring an emotional connection back to the act of music discovery," according to a statement. Though the specifics are being kept firmly under wraps, it is thought the service will go into direct competition with Spotify when it launches in late 2013.
News of Reznor's involvement in the project surfaced in October, with Reznor offering a critique of existing streaming services. "Here's 16 million licensed pieces of music,' they've said, but you're not stumbling into anything. What's missing is a system that adds a layer of intelligent curation . . . As great as it is to have all this information bombarding you, there's a real value in trusted filters. It's like having your own guy when you go into the record store, who knows what you like but can also point you down some paths you wouldn't necessarily have encountered," he said.