Jimmy Iovine and Dr. Dre Discuss Their New USC Academy Focused on Technology and Liberal Arts

In a new profile of Beats co-founders and new Apple employees Dr. Dre and Jimmy Iovine, The Wall Street Journal interviews the duo about their newly launched undergraduate academy at the University of Southern California called the USC Jimmy Iovine and Andre Young Academy for Arts, Technology and Business of Innovation. The Beats co-founders, who bankrolled the academy with a $70 million gift last year that led to the first students being enrolled this past August, are being profiled as part of the WSJ. Magazine 2014 Innovator Awards.

iovinedre

Photo courtesy of The Wall Street Journal

Echoing Steve Jobs' description of the philosophy of Apple, the school is aimed at preparing young people to be able to work in businesses that are at the intersection of technology and liberal arts.

“We wanted to build a school that we feel is what the entertainment industry needs right now,” he says. “There’s a new kid in town, and he’s brought up on an iPad from one and a half years old. But the problem with some of the companies up north [in Silicon Valley] is that they really are culturally inept. I’ve been shocked at the different species in Northern and Southern California—we don’t even speak the same language. The kid who’s going to have an advantage in the entertainment industry today is the kid who speaks both languages: technology and liberal arts. That’s what this school is about."

Erica Muhl, the school's first executive director, says that while other schools aim to mix business and technology, none of them add in the arts or culture. Iovine says the school's goal is to "find kids who can work at Beats or at Apple".

While Iovine and Dre unsurprisingly haven't shared what their exact roles at Apple will entail, The Wall Street Journal notes that one of the primary things on their minds is to marry people who create art with those who distribute it.

“I think what you’re seeing more and more are companies that are designed to do multiple things,” Iovine says. “If you look at the Beats model, there’s software and hardware. Look at what Amazon is doing; look at what Google’s trying to do. It’s technology and content in one.”

In recent months, Apple's music strategy has seen increased cooperation from artists in its distribution channels. In December, Beyoncè launched her newest album exclusively on iTunes with no advance promotion, while iTunes Radio has consistently featured specially curated radio stations from artists like Sam Smith. More recently, Beats Music highlighted on Twitter that its service will still stream Taylor Swift's music after she decided to pull her content from rival streaming service Spotify. Apple is expected to launch a revamped version of Beats Music in early 2015.

The full profile, which includes anecdotes on the creation of Beats Music and how Iovine had always wanted to work with Apple, as well as examples of what students are doing at the new school, can be found at The Wall Street Journal.

Top Rated Comments

Tiger8 Avatar
91 months ago
as a significant shareholder in apple i really wish they hadn't bought beats.

A significant share holder like you should have phoned Tim
Score: 20 Votes (Like | Disagree)
groovyd Avatar
91 months ago
as a significant shareholder in apple i really wish they hadn't bought beats.
Score: 18 Votes (Like | Disagree)
vertgo Avatar
91 months ago
He didn't go to four years of dre medical school to be called mr. Dre
Score: 11 Votes (Like | Disagree)
EnderTW Avatar
91 months ago
as a significant shareholder in apple i really wish they hadn't bought beats.

Lol. Yeah. Ok
Score: 11 Votes (Like | Disagree)
filmantopia Avatar
91 months ago
Announcing The Dr. Dre School for Kids Who Can't Read Good and Want to Do Other Stuff Good Too
Score: 10 Votes (Like | Disagree)
ricci Avatar
91 months ago
Mental images of those movies where kids create their own university since they can't get into a regular one.



How many examples do I have to list that proves a million times you don't NEED a college degree to be successful! Like them or not, they are making a big different in many areas and are , so far, successful in all! I don't like Justin B. But I will never say he's not successful and give him that credit!

----------

as a significant shareholder in apple i really wish they hadn't bought beats.

Really? If you have less than a thousand shares, your not significant ! If your a real share holder with millions of shares, you would not have wasted such ignorant remarks on a rumor forum! :eek:
Score: 8 Votes (Like | Disagree)

Related Stories

studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
YouTube Picture in Picture Feature

YouTube Premium Subscribers Can Now Use iOS Picture-in-Picture: Here's How

Wednesday August 25, 2021 3:55 am PDT by
Google has rolled out picture-in-picture support as an "experimental" feature for YouTube premium subscribers, allowing them to watch video in a small window when the app is closed. If you're a premium YouTube subscriber looking to try out picture-in-picture, follow these steps: Launch a web browser and sign into your YouTube account at YouTube.com. Navigate to www.youtube.com/new. Scroll...
os x mountain lion macs 16x9 2

Apple Makes OS X Lion and Mountain Lion Free to Download

Wednesday June 30, 2021 12:19 pm PDT by
Apple recently dropped the $19.99 fee for OS X Lion and Mountain Lion, making the older Mac updates free to download, reports Macworld. Apple has kept OS X 10.7 Lion and OS X 10.8 Mountain Lion available for customers who have machines limited to the older software, but until recently, Apple was charging $19.99 to get download codes for the updates. As of last week, these updates no...
tim cook spring loaded event

Gurman: Apple Planning Multiple Events for the Fall, M1X MacBook Pros to be Available by November

Sunday August 15, 2021 12:07 pm PDT by
Apple is planning to hold multiple events this fall, which will collectively include the launch of new iPhones, Apple Watches, updated AirPods, revamped iPad mini, and the redesigned MacBook Pros, according to respected Bloomberg journalist Mark Gurman. In his latest weekly Power On newsletter, Gurman says that much like last year, Apple will hold multiple events this coming fall, with the...
apple screen time screen icons

Persistent Kids Finding Loopholes in Apple's Screen Time Limits

Tuesday October 15, 2019 9:44 am PDT by
Apple is currently engaged in a cat-and-mouse game with persistent kids looking to circumvent Screen Time restrictions, but the company has been receiving some criticism for not moving quickly enough to lock down some of the loopholes, reports The Washington Post. A few of the loopholes and ways for parents to shut them down are documented on the site Protect Young Eyes, while these and...
anker lightning cable mfi

Unwrap a New Apple Device? Stock Up on Extra Certified Lightning Cables for as Little as $6

Monday December 25, 2017 5:45 am PST by
If you unwrapped an Apple product today it likely came with one of the company's first-party Lightning cables, but having an extra on hand is always a good idea, so you can place it in other rooms in your house, in your car, or in a bag when you travel. For that reason, now's a good time to shop for third-party Lightning cables that are cheaper than Apple's own accessory, but still Made For...
personal hotspot 1

Apple Acknowledges Personal Hotspot Issues Affecting Some iOS 13 and iPadOS 13 Users

Saturday March 21, 2020 10:04 am PDT by
In an internal document distributed to Apple Authorized Service Providers this week, obtained by MacRumors, Apple has acknowledged that some iOS 13 or iPadOS 13 users may experience issues with Personal Hotspot. Apple has told Authorized Service Providers to expect customers who are unable to connect to a Personal Hotspot or experience frequent disconnection from one. Customers may also...
macos monterey safari beta 3

macOS Monterey Beta 3: Apple Redesigns Safari Tab Interface Following Complaints

Wednesday July 14, 2021 11:39 am PDT by
In the third developer beta of macOS Monterey, which came out this morning, Apple has overhauled the design of Safari, making the tab bar more similar to the current tab bar in macOS Big Sur. The prior Safari design did away with the dedicated URL and search interface, instead allowing any individual tab to be used for navigation input. Tabs were also all arranged at the top of the display...