In a profile published today, The New York Times’ Ben Sisario has shared some interesting details ahead of the debut of Beats 1 on Apple Music next week, with a focus on Zane Lowe.
Compared with the mild-mannered corporate executives who usually represent Apple in public, Mr. Lowe is a new kind of animal for the company. A motormouth both on and off the air, he is an irrepressible advocate for the music he chooses to promote. And like that of the legendary BBC announcer John Peel before him, his endorsement carries major weight: Among the artists Mr. Lowe got behind early are Adele, Ed Sheeran and the Arctic Monkeys.
Interestingly, artists and other celebrities will have their own shows on Beats 1, including Dr. Dre and Elton John:
“Zane is a genuine enthusiast; this is not a fake thing,” said Mr. John, whose Beats 1 show, “Elton John’s Rocket Hour,” will be an eclectic mix of old songs and new. “He’s a fan, and he’s a fan who’s got the opportunity to make his position in the world work for other people. He genuinely loves music, and that’s my kind of guy.”
To keep Beats 1 sounding fresh around the world, the station will alternate one- and two-hour programming blocks by established broadcasters with those by musicians and celebrities, who will host and plan the shows themselves. Among the names on board: the teen actor Jaden Smith, the alternative singer St. Vincent, Josh Homme of Queens of the Stone Age and the British electronic duo Disclosure.
Between Lowe, Adenuga’s eclectic career, and original shows from a variety of artists, it sure sounds like Apple is willing to experiment with Beats 1.