What do Steve Jobs and Dr. Dre

Recently Apple acquired the company Beats ElectronicsWhich belonged to music mogul Jimmy Yovina and rapper Dr. Dre. Terms of a transaction long we talked aboutAnd, eventually, she became the most expensive in the history of Apple.

Dr. Dre, whose real name is Andre Young Rommel, played a very important role in the development of the Beats brand. He is constantly engaged in improving the sound quality and the creation of high-quality headphones. But he was obsessed with literally everything from television advertising and font styles, ending the streaming service writing text interface Beats Music.

He never relies on market research, as one of his colleagues, Dr. Dre is simply a "cultural barometer" of cool things. His working process is very mysterious, he makes his assessment immediately, personally and with the pressure. He often rejects the idea just because they seem to him too "corny" and "miserable", or just shrugs, saying: "I do not feel."

Dr. Dre - impulsive perfectionist who neglects artificially established deadlines. It is because of its commitment to excellence, he has not released a lot of the finished material, despite the fact that is an incredible workaholic as he had said about him once Paul Rosenberg, a lawyer and a manager Eminem. During his career Dr. Dre had recorded only two full-length albums, because he is constantly busy working with other artists such as Eminem, Mary J. Blige, Jay Z and Kendrick Lamar. But it has grown considerably in the musical environment as a producer, and now for them is almost always the last word.

In 2008, together with Jimmy Yovina they founded the company Beats ElectronicsBecause we wanted to have a stable income, assuming that the technique is more difficult to counterfeit, as opposed to the creation of pirate recordings. They had one understanding of the development of high-quality sound, but a different approach to management. Iovin tried to talk to dozens of people before making any decision, and Dr. Dre, oddly enough, a homebody, he never wavered, and relied solely on their own intuition.

Dr. Dre is ready to concede only rarely. Once he agreed to compromise with the development of special light headphones «Powerbeats» athletes, partly sacrificing sound quality. The complex nature of the rapper may entail some friction with Apple management, which bought Beats Electronics for $ 3 billion. If he is sure he is right, he may risk everything trying to reach a goal. His lyrics are very peculiar, often imbued with hatred and tell of the criminal world. Immediately after completion of the deal with Apple, Dr. Dre has recorded a video in which and his friends talked about the "hip-hop first billionaire in the world."

But Apple's, like Dre, is not based on market research, the company founder Steve Jobs even once He said that most users do not know what they want, as long as they do not show a certain thing. So, Apple still needs to find a common language with the newly made millionaire. "What time should I come to work?" - he joked during the conversation with Craig Federighi at the presentation of WWDC 2014.

Dr. Dre has so far refused to make any comments about the transaction, but it is already known that He will not have the traditional positions at Apple, and at one of the offices will not flaunt sign "Jimmy and Dre ». And details of the contract are not known, but Apple paid $ 400 million in shares, probably, in the hope of interest to the two influential men of the music industry. Tim Cook said that Dr. Dre will have to work with the hardware and the music departments of the company to expand the Apple market and increase the number of subscribers to stream music. Let's hope that the cooperation with Apple genius rap music will be very fruitful!

via WSJ