USC Stories August 17, 2015

Jimmy Iovine & Dr. Dre talk Apple Music, their USC program, & more in Wired cover story

Wired’s new cover story featuring Jimmy Iovine and Dr. Dre includes interviews with the Beats co-founders turned Apple executives and also some quotes from others on the Apple Music team. The article has a lot of backstory on the duo pre Apple’s acquisition of Beats, much of which we’ve heard in the past, but mostly discusses the Jimmy Iovine and Andre Young Academy for Arts, an undergraduate program the two Apple executives have started at the University of Southern California.

“If you tell a kid, ‘You’ve got to pick music or Instagram,’ they’re not picking music,” Iovine says. “There was a time when, for anybody between the ages of 15 and 25, music was one, two, and three. It’s not anymore.”

The school aims to create a new generation of creative executives by assembling a faculty drawn from the schools of art, business, and engineering in an ambitious new curriculum. This, Iovine says, will be his true legacy, a pipeline of professionals, equally at home in the worlds of tech and culture, who can steer the music industry through whatever displacements lie ahead. “If the school doesn’t work, to me the whole thing failed,” Iovine says. “Because then you’ve got to pray for freaks, and that’s no way to run a business.”

You can read the full Wired cover story online here.

USC Stories November 6, 2014

The undergraduate academy for entrepreneurs created at the University of Southern California by Beats co-founders Dr. Dre and Jimmy Iovine is geared to fulfilling Steve Jobs’ vision of operating at the intersection of technology and the liberal arts, say the duo in a WSJ profile.

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.

Iovine said in a USC commencement speech that The Jimmy Iovine and Andre Young Academy for Arts, Technology and the Business of Innovation was there to “inspire, challenge, and satisfy the curiosity of the next wave of game-changers” …  expand full story

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