January 10, 2013


Trent Reznor Is Officially Beats By Dre's 'Record Store Nerd'

Jason LaVeris
Jason LaVeris

Good news for those who like streaming music services like Spotify, but miss their favorite record store nerd telling them what to listen to: Beats By Dre announced the official release of its new music streaming service Daisy and confirmed that Nine Inch Nails frontman/digital pioneer/man of the people Trent Reznor would come aboard as Chief Creative Officer of the project.

"What's missing from the digital music landscape is a cultural context," said Beats CEO Jimmy Iovine in a statement. "We need to bring an emotional connection back to the act of music discovery."

We asked Iovine to define Reznor's role further and the music mogul said that Reznor brought both credibility and personability to the job. "If you have to search [the service], we've kind of let you down a bit," said Iovine. "The heart of what Trent does is that connection between the artist and the consumer. He's one of the lead artists making sure everything is good from a credibility standpoint. He's very tough in this area and I'm asking him to be twice as tough here. The aesthetic of it will shine a lot with Trent.

"As far as curation is concerned, it's where technology and emotion collide. You have to be able to deal on a mass scale, but you also have to be able to make it personal and sensitive so it feels human. We're going to try our best to deliver people personal solutions to whatever their musical issues are."

Last October, Reznor spoke about his curative role to the New Yorker. "'Here's 16 million licensed pieces of music,' they've said, but you're not stumbling into anything," said the musician. "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."

No official date has been given for Daisy's launch, but the service is expected to kickstart by the end of the year.