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Beats Music Aims for a Win with Opening of API, Competitive Features

TMCnet Feature

March 13, 2014

Beats Music Aims for a Win with Opening of API, Competitive Features

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By Andre Revilla
TMCnet Contributing Writer

Beats electronics, known for their line of studio quality headphones “Beats by Dre” named after co-founder and hip-hop artist Dr. Dre, has been marking new territory in recent years by turning their attention away from solely making hardware and   moving towards the software industry.


In 2012 Beats Electronics purchased the online music service MOG for a reported $10-$16 million. Beats had stated that the acquisition was part of an effort to create a “truly end-to-end music experience.” In January 2014, after MOG operating with almost full autonomy, the service was rebranded as “Beats Music,” a subscription based online music streaming service much like Spotify or Google (News - Alert) Play Music.

They set out to create a fusion of Spotify and Pandora, Beats Music chief executive Ian Rogers put it best, “No one was doing a music service; everyone was building a music server.” While Spotify offers its millions of songs, and Pandora (News - Alert) customizes a station to your tastes, Beats Music aims to do both. Every song you select, and every playlist you build is taken into consideration and ends up creating a sort of digital personalized mix tape.

Now, after seeing success for their platform, Beats has opened their API to developers in an effort to keep up and compete with similar streaming services. While Spotify (News - Alert) has opened up their API to mobile and desktop app development, the Beats developer package of $120 a year will also allow for the creation of applications for use in cars. Considering Apple (News - Alert) just announced their new service CarPlay, this is a smart move.

Beats Electronics has always had a special brand appeal over other big name audio hardware manufacturers such as Bose. Through company partnerships with the likes of ClearChannel Entertainment, Beats has stayed on the forefront of “hip” through celebrity endorsements, integration into mobile devices such as the HTC (News - Alert) One X Plus with Beats edition, and even a Beats By Dre sound system in the 2012 Chrysler 300S.

Beats wants music everywhere, and it wants the people at large to make it happen. 




Edited by Cassandra Tucker


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