News: Dr. Dre & Jimmy Iovine Give Music Upgrade To Software Giant, "I Just Want Our Product To Sound Better"
Wednesday, Aug 12, 2009 4:00PM
Interscope head Jimmy Iovine and Dr. Dre have reportedly joined forces with Hewlett-Packard to provide higher sound quality of digital music files this fall.
While a specific date has not yet been announced, the duo will help HP launch a variety of digitally enhanced products.
HP will kick-off a range of premium laptops, headphones and software that will come under the Beats By Dr. Dre brand umbrella. Consumers had previously accepted a degree of deterioration in sound quality in exchange for the speed, portability and convenience that digital brings to music. However, with mass broadband uptake, larger files can now be moved around online with relative ease and, as a result, consumers are demanding better audio quality from their downloads." (Music Week)
Iovine previously spoke on his attempt to improve digital music quality in an interview earlier this month.
"We have to fix the entire chain," Iovine explained. "Our position is to go to all the sources and try to improve sound and educate people...We can't put anything weak in the line. Whoever puts out things that sound bad shouldn't be as cool as something that sounds great...I just want our product to sound better. The record business committed many, many mistakes in the last ten years, and I'm right in there. One of them was letting its product get degraded. It's one thing to let it get stolen, it's another to allow it to be degraded because then you really don't have a chance...video games and TV quality are getting better and the quality of our work is getting lower. If that happens, then music will become disposable. That's something we can fix." (CNET)
The company is known for working with other high-profile artists including Jay-Z around 2006.
Cultural icon Shawn "Jay-Z" Carter will be featured in a 60-second TV ad tonight during the NBA Finals as part of HP's "The Computer is Personal Again" marketing campaign. The spot, which makes its global debut during the June 8 game on ABC (9 p.m. ET / 6 p.m. PT), will focus on the multiple facets of Jay-Z's professional and personal life that are enhanced by computer technology. These include mixing music and discovering new talent as a record company president and chief executive officer, sharing vacation photos, reviewing the design of new arena plans for Brooklyn, N.Y., planning the itinerary for an upcoming world tour, and reviewing his retirement portfolio. (Hewlett-Packard)
Aside from HP, the Doc has reportedly endorsed Jay-Z and Eminem's upcoming DJ Hero video game by allowing his signature headphones appear on the product's website.
Slowly ever so slowly we are seeing more and more of Dre coming out of the woodworks for product promotions. First his Dr. Pepper ad which is currently airing on national TV and now WoooHa has the exclusive drop that Dre is following in the footsteps of Jay-Z and Eminem and putting his full support behind the upcoming DJ Hero videogame. While there is no official word yet if Dre will let his licensed tracks be mixed on the video game, his support and presence is already felt with the DJ Hero marketing efforts as his signature Beats by Dre headphones are prominently featured on the official DJ Hero website. More details to come. (WoooHa)
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