With Apple’s purchase of Beats, there’s a silent partner that has remained as much so far. Though he wasn’t a major player for Beats, Trent Reznor did hold the title of Chief Creative Officer, and that’s going to translate to Apple. Somehow. We’re not privy to what Apple and Reznor are doing, but a recent interview with Billboard points at some sort of music delivery service. In the talk, he’s very complimentary of streaming music, leading to speculation he’s working on that thing we all want from Apple.
“I am on the side of streaming music, and I think the right streaming service could solve everybody’s problems” said Reznor. without saying what he was doing, Reznor artfully danced around streaming music, and doing it the right way. When asked directly what he was dong with Apple, and if it was similar to his role with Beats, Reznor had the following to say:
It’s related to that. Beats was bought by Apple, and they expressed direct interest in me designing some products with them. I can’t go into details, but I feel like I’m in a unique position where I could be of benefit to them. That does mean some compromises in terms of how much brain power goes toward music and creating. This is very creative work that’s not directly making music, but it’s around music.
When asked directly if he was working on music delivery, Reznor gave up just enough to keep us hanging on to hope:
It’s in that world. It’s exciting to me, and I think it could have a big enough impact that it’s worth the effort. I’m fully in it right now, and it’s challenging, and it’s unfamiliar and it’s kind of everything I asked for — and the bad thing is it’s everything I asked for.
Reznor also pointed out that full-on record sales are pretty boring to him now. Apple’s iTunes sales of music have been slumping for quite some time, and show no signs of rebounding.
A musician at the top of his creative game is working on a music delivery something with Apple, and is highly interested in streaming above sales. Reznor also says the right service has to exist for streaming to have a big impact.
That sounds an awful lot like the language Apple laid out when they talked about their late entry into the wearables market. We’re just hoping whatever streaming service is “right” has the full iTunes library involved.