Beats Electronics To Launch New Music Service: Project ‘Daisy’

Beats Electronics Starts Project Daisy

Beats Electronics, makers of the popular Beats by Dre headphone and earbud lines, has announced a new music service. The program, known as project “Daisy,” will launch in late 2013 and will be headed up by newly appointed CEO Ian Rogers and newly named Chief Creative Officer (CCO) Trent Renzor.

Beats Electronics was co-founded by legendary artist and producer Dr. Dre and Interscope Geffen A&M Chairman Jimmy Iovine.

As he steps into his new CEO role, Rogers will simultaneously take control of music service MOG, which Beats acquired in 2012. Rogers will be responsible for the music platform’s direction, vision, and strategy regarding project Daisy. He will also simultaneously take over control of MOG.

Also joining the team is music visionary and Nine Inch Nails frontman Trent Reznor, who will bring a cultural voice to the new project.

According to Iovine:

“What’s missing from the digital music landscape is a cultural context. We need to bring an emotional connection back to the act of music discovery. With Trent and now Ian we have the right team in place to do it.”

Rogers has plenty of experience in the music fields, having most recently worked as the CEO of Topspin and formerly the GM of Yahoo! Music.

According to a Beats Electronics press release:

“His track record for successfully joining product, promotion, and direct-to-consumer marketing sets a compelling stage for both MOG and “Daisy” within the burgeoning and competitive digital music space.”

Rogers plans to stay on the board of directors at Topspin, and Beats Electronics will make a “substantial investment” to help Topspin grow its products base.

In announcing his new position, Rogers wrote on his company’s blog:

“After years of fighting and uncertainty, it’s now undeniable all the world’s music will be available on every device by just clicking play. However, the current streaming experiences aren’t good enough. They aren’t good enough for fans, whoneed it to be easier to find music they love. And they aren’t good enough for artists, who want to grow their audiences and make money. This is the opportunity I’ve been working toward my entire career.”