Apple's Bozoma Saint John on Apple Music: 'We're Developing Something Very Special'

Apple Music executives Larry Jackson, Bozoma Saint John, and Zane Lowe sat down for an interview with Complex, where they discussed Apple Music's performance over the last eighteen months and where the streaming service is going to go in the future.

According to the trio, Apple Music has evolved and is continuing to evolve, with Apple now focusing heavily on pop culture and expanding beyond music into TV and movies.

applemusicteam

Image via Complex

"Every day something is changing or moving or evolving for people who love music and entertainment," said Lowe. "We're all still working it out, and even when you don't have the answer, it's still a privilege to be in the conversation." Saint John, meanwhile, described Apple Music as a "living, breathing brand."

When discussing the topic of the music industry, Saint John went on to share what she hopes Apple Music will look like five or 10 years in the future. According to Saint John, Apple is "developing something very special."

We're developing something very special and we just want people to pay attention to it. My five-year vision is that I want every single person on the planet to be engaged on Apple Music. I truly believe we've created something very, very special. I don't think anyone else can do this. I will scream from the mountain top until everyone knows. Can I add one thing, too? This is a love fest right now, but I also feel like our conflict makes us better, too. There's plenty of times where I have screamed at Larry. And though he has not screamed back, I have felt his frustration.

As we've learned over the last few months, Apple is making a serious push into original television programming to better compete with other music services like Spotify and Pandora. Apple is already working on two Apple Music-related shows, a documentary called "Vital Signs" starring Dr. Dre and a reality television show based on the "Carpool Karaoke" spot made famous by "Late Late Show" host James Corden.

More original, scripted television shows, even those unrelated to the music industry, will follow, and movies could be on the horizon as well.


For more details on Apple Music, make sure to check out the full interview over at Complex.

Top Rated Comments

StevieD100 Avatar
55 months ago
something special?

Perhaps for Millenials and modern R&B but for the rest of the world? They'll go yawn, you call that Music?

Every single person on the planet

Well that's gonna fail isn't it....nothing like making a claim that you can't ever hope to reach...
Score: 34 Votes (Like | Disagree)
Stella Avatar
55 months ago
Not much difference that Cook saying "We've got great products in a pipeline"... but they never arrive....
Score: 31 Votes (Like | Disagree)
Deuce on the Clock Avatar
55 months ago
I couldn't even finish the video. Apple is so over the top in love with themselves. They have failed to realize what people want any longer.
Score: 25 Votes (Like | Disagree)
theheadguy Avatar
55 months ago
Beats 1 reminds me of Ping. Find the courage to get rid of it and move on.
Score: 23 Votes (Like | Disagree)
69Mustang Avatar
55 months ago
Me: "Alex, I'll take Gimme a Break for $800"

Trebek: "Very special... Great products in the pipeline... Best we've ever... Runaway success... Fastest selling..."

Me: "Those are just BS marketing phrases that mean absolutely nothing and people are tired of hearing." {smirks}

Trebek: "Oooooh sorry. Your answer must be phrased in the form of a question." {smirks back}

/waits in studio parking lot near Trebek's car:mad:
Score: 21 Votes (Like | Disagree)
AngerDanger Avatar
55 months ago
I remember those three sent me over a copy of their original sentiments, which were something like, "We've made something truly terrible. We hope to lose our current users until nobody is subscribed to Apple Music anymore." I told them that might actually be off-putting and that companies tend to just be blindly optimistic. I'm glad they took my advice.

…but I can't help but feel betrayed by them Photoshopping me out of the picture.



Attachment Image
Score: 20 Votes (Like | Disagree)

Top Stories

siir apple event april 20

Siri Reveals Apple Event Planned for Tuesday, April 20

Tuesday April 13, 2021 12:04 am PDT by
Siri has apparently prematurely revealed that Apple plans to hold an event on Tuesday, April 20, where the company is expected to reveal brand new iPad Pro models and possibly its long-awaited AirTags trackers. Subscribe to the MacRumors YouTube channel for more videos. Upon being asked "When is the next Apple Event," Siri is currently responding with, "The special event is on Tuesday, April...
apple event spring loaded

Apple's 'Spring Loaded' Event Officially Announced for Tuesday, April 20

Tuesday April 13, 2021 9:04 am PDT by
Following an overnight leak by Siri, Apple today officially announced that it will be holding a special "Spring Loaded" event on Tuesday, April 20 at 10:00 a.m. Pacific Time at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with all of Apple's 2020 events, the April 2021 event will be a digital-only gathering with no members of the media invited to attend in...
apple event hashflag

Twitter Hashflag for April 20 Apple Event Goes Live

Tuesday April 13, 2021 2:21 pm PDT by
Following the overnight Siri leak and subsequent announcement that Apple will hold a media event on Tuesday, April 20, a new Twitter hashflag has appeared to help provide visibility for the event on the platform. For the last several recent events, Apple has utilized hashflags, which are little icons next to hashtags on Twitter, as a way to market its events. The company first started the...
iphone12cameras

Kuo: 2022 iPhones to Feature 48-Megapixel Camera, 8K Video, and 6.1 and 6.7" Sizes With No 5.4" Mini Option

Tuesday April 13, 2021 10:45 pm PDT by
The upcoming 2022 iPhone lineup will feature two 6.1-inch devices and two 6.7-inch devices, with no mini-sized 5.4-inch iPhone, well-respected Apple analyst Ming-Chi Kuo said in a note to investors that was seen by MacRumors. Two of the iPhones will be high-end models and two of the iPhones will be lower-end models, similar to the current iPhone 12 lineup. Apple introduced the 5.4-inch...
macos catalina serial number

Apple Preparing Rollout of New Randomized Product Serial Numbers Ahead of 'Spring Loaded' Event

Wednesday April 14, 2021 2:08 am PDT by
Apple is advising its authorized premium resellers and dealers to prepare for new products with 10 and 12 digital serial numbers, days ahead of when it's expected to reveal a slew of new products. MacRumors previously reported that Apple plans to switch to randomized serial numbers for future products starting in early 2021. The company now seems to be preparing for that roll-out, telling...
duanrui iphone13 notch samples

More Leaked iPhone 13 Samples Show Smaller Notch, Repositioned Earpiece and Front Camera

Wednesday April 14, 2021 1:06 am PDT by
Leaker known as "DuanRui" has today shared an image of two iPhone 13 "film samples," which show the same rumored smaller notch design coming to the iPhone 13 series that we've seen from other sources. In past tweets, DuanRui has accurately leaked the correct names of the iPhone 12 models and an iPad Air 4 manual revealing its new design, so there's good reason to think this leak is credible, ...
Google maps feaure green

Google Maps App for iOS Finally Updated After Four Months

Monday April 12, 2021 10:03 am PDT by
Following the completed rollout of App Privacy labels for its App Store apps, Google today updated the Google Maps app for the first time in four months. Apple in December began requiring all new app submissions and app updates to include App Privacy labels, detailing the data that is collected by the app so consumers know what they're sharing. Google didn't begin implementing App Privacy ...
iPad Pro Mini LED

Mini-LED iPad Pro Expected at Apple Event on April 20 as Production Ramps Up

Tuesday April 13, 2021 9:53 am PDT by
Apple today announced that it will be hosting a virtual event on Tuesday, April 20 at 10 a.m. Pacific Time, and one of the new products expected to be unveiled at the event is a new iPad Pro with a Mini-LED display. In a brief snippet shared with paid subscribers, Taiwanese supply chain news website DigiTimes today reported that Apple supplier Ennostar has substantially improved its yield...
apple event particularly innovative article

Gurman: Apple's 'Spring Loaded' Event Won't Feature Anything 'Particularly Innovative'

Thursday April 15, 2021 1:30 am PDT by
Bloomberg's highly-respected Mark Gurman says that he expects nothing "particularly innovative" or "extraordinary" to launch at Apple's "Spring Loaded" event next week, Tuesday, April 20. Gurman made the remarks during an interview for Bloomberg Technology, in which he reaffirmed that Apple will launch a new 11-inch and 12.9-inch iPad Pro, with the higher-end model featuring a brand new...
spotify car thing 1

Spotify Announces the 'Car Thing' as its First Hardware Device

Tuesday April 13, 2021 7:03 am PDT by
Spotify has today announced its first hardware device, the "Car Thing," which is an in-car dash-mounted music and podcast player (via TechCrunch). Spotify is looking to provide a product for customers who want a "more seamless" and personalized in-car listening experience, especially in the large number of cars that do not support modern in-car infotainment systems. The Car Thing is aimed ...