Apple Music's Original TV Plans Now Include Potential Shows and Videos From J.J. Abrams and R. Kelly

Jimmy Iovine, one of the heads of Apple Music, has given multiple interviews and visions for the future of Apple's streaming music service over the past few months, mainly detailing how Apple Music will morph into "an entire pop cultural experience" with the advent of original video content. In an interview with Bloomberg posted online today, Iovine continued that pitch by stating, "I’m trying to help Apple Music be an overall movement in popular culture," detailing plans that include original shows and videos with partners like director J.J. Abrams and rapper R. Kelly.

The expansion of Apple Music beyond streaming new songs and music videos by artists began slowly for Apple, with the company releasing a tour documentary in partnership with Taylor Swift in 2015, as well as a 23-minute short film with Drake in 2016. Those modest beginnings have helped Apple learn what works and what doesn't, with Iovine stating, "We’re gonna grow slowly no matter what, I don’t know how to do it fast."

jimmy iovine red chair 2
Iovine further mentioned that Apple's vast resources provide the Apple Music team with enough room for betting on risky projects, so the service can "make one show, three shows" to see what viewers favor.

“A music service needs to be more than a bunch of songs and a few playlists,” says Iovine, 64. “I’m trying to help Apple Music be an overall movement in popular culture, everything from unsigned bands to video. We have a lot of plans.”

Apple Music’s foray into video programming could be a temporary dalliance, but if Iovine succeeds, the world’s wealthiest company could increase its investment, routinely competing for top projects. “We have the freedom, because it’s Apple, to make one show, three shows, see what works, see what doesn’t work until it feels good,” Iovine says.

Those slow-to-build plans apparently include a largely redesigned, "new edition" of the Apple Music app coming to iOS 11 this fall that will "better showcase video." Because of this update, Iovine said that Apple won't make the same mistakes that rival Spotify has made in producing original video content, but subsequently not promoting it enough to get people to watch. "We’re going to market it like it’s a TV show," Iovine mentioned. "You’re going to know this is out."

Currently, those shows include Carpool Karaoke: The Series and Planet of the Apps, although the former show was recently delayed indefinitely and the latter has only a vague spring launch date. In the immediate future, Iovine said that Apple Music's video ambitions are still very music-related, including Dr. Dre's Vital Signs, and Iovine even wants to produce a sequel to R. Kelly's rap opera Trapped in the Closet.

“For a music streaming service,” Iovine says, “we’re building a very decent slate.”

According to Carpool Karaoke producer Ben Winston, who helped sign the agreement to partner with Apple along with star James Corden, the mere fact that Apple is involved with producing these new shows is all it takes to get people excited to work with them. "If I call LeBron James and I name five networks or cable channels or even different online platforms, I’m not convinced he agrees to sit in a car," Winston says. "If you say you’re doing a new show for Apple, people get excited."

But the company's plans are far bigger than just original content that has a music slant, with Iovine having met with well-known Hollywood creatives to discuss "possible ideas," including director J.J. Abrams and producer Brian Grazer, although talks with Grazer regarding Imagine Entertainment are said to have "fizzled out" for unknown reasons. Of course, any specific details regarding what a J.J. Abrams-produced series on Apple Music might be were not given.

Previous reports of Apple's dealings in Hollywood have been largely critical of the Cupertino company's inability to forge ahead with a consistent, unified vision in the original content space. For Iovine, the almost-two-year-old service still has a ways to go. "Apple Music is nowhere near complete in my head," he said. Achieving his vision for the future of Apple Music has gotten Iovine in hot water with some of his colleagues, as well.

Some ideas get Iovine into trouble. He’s taken meetings with artists and made arrangements to release music without telling anyone in advance, frustrating colleagues. He’s persuaded artists to release music exclusively with Apple, frustrating record labels. But no one doubts his knack for bringing people together.

Everyone from Apple CEO Tim Cook to Apple Music executive Bozoma Saint John have reinforced Apple's future with original content coming to its music streaming service. Earlier this year during an earnings call, Cook said that Apple is starting off slow -- echoing Iovine's comment -- and has a "toe in the water" testing original content, while Saint John said of Apple Music as a whole: "We're developing something very special and we just want people to pay attention."

Top Rated Comments

dannyyankou Avatar
90 months ago
"Rapper" R. Kelly? Ehhhh.
It's a "golden" opportunity for Apple if you ask me.

Jokes aside, he has a gross past and don't want him associated with Apple.
Score: 17 Votes (Like | Disagree)
Rogifan Avatar
90 months ago
R. Kelly? I think Rap Opera must be a typo. Should it be (allegedly) Rape Opera?

Really, of all the talent out there, R. Kelly? Funny how TC always preaches Apple Values. Does R. Kelly represent those? Or is the first Apple Value $?
What Apple values does Dre represent? I still can't believe Apple paid $3B for this Iovine clown.
Score: 13 Votes (Like | Disagree)
emt1 Avatar
90 months ago
R. Kelly is scum and it's disappointing that Apple is working with him.
Score: 12 Votes (Like | Disagree)
Chupa Chupa Avatar
90 months ago
R. Kelly? I think Rap Opera must be a typo. Should it be (allegedly) Rape Opera?

Really, of all the talent out there, R. Kelly? Funny how TC always preaches Apple Values. Does R. Kelly represent those? Or is the first Apple Value $?
Score: 12 Votes (Like | Disagree)
itsmilo Avatar
90 months ago
Oh great. From a wife beater to an underage rapist. Apple really knows how to pick em.

Also what does Apple MUSIC have to do with TV shows.
Score: 11 Votes (Like | Disagree)
yanki01 Avatar
90 months ago
i see a lot of blue light flare in the near future...but R Kelly? wasn't he hanging around a 12yr old some years back? c'mon.
Score: 9 Votes (Like | Disagree)

Popular Stories

reset password request iphone

Warning: Apple Users Targeted in Phishing Attack Involving Rapid Password Reset Requests

Tuesday March 26, 2024 4:34 pm PDT by
Phishing attacks taking advantage of Apple's password reset feature have become increasingly common, according to a report from KrebsOnSecurity. Multiple Apple users have been targeted in an attack that bombards them with an endless stream of notifications or multi-factor authentication (MFA) messages in an attempt to cause panic so they'll respond favorably to social engineering. An...
iPhone Home Screen Gradient Blank Spaces 1

Sources: iOS 18 Lets Apps Be Placed Anywhere on Home Screen Grid

Sunday March 24, 2024 1:33 pm PDT by
iOS 18 will give iPhone users greater control over Home Screen app icon arrangement, according to sources familiar with the matter. While app icons will likely remain locked to an invisible grid system on the Home Screen, to ensure there is some uniformity, our sources say that users will be able to arrange icons more freely on iOS 18. For example, we expect that the update will introduce...
iPad Pro 2024 Landscape Camera Feature

New iPad Pro Again Rumored to Feature Landscape Front-Facing Camera

Monday March 25, 2024 5:43 am PDT by
The next-generation iPad Pro will feature a landscape-oriented front-facing camera for the first time, according to the Apple leaker known as "Instant Digital." Instant Digital reiterated the design change earlier today on Weibo with a simple accompanying 2D image. The post reveals that the entire TrueDepth camera array will move to the right side of the device, while the microphone will...
sonoma desktop wwdc

Apple Releases macOS Sonoma 14.4.1 With Fix for USB Hub Bug

Monday March 25, 2024 10:10 am PDT by
Apple today released macOS Sonoma 14.4.1, a minor update for the macOS Sonoma operating system that launched last September. macOS Sonoma 14.4.1 comes three weeks after macOS Sonoma 14.4. The ‌‌‌‌macOS Sonoma‌‌ 14.4‌.1 update can be downloaded for free on all eligible Macs using the Software Update section of System Settings. There's also a macOS 13.6.6 release for those who...
maxresdefault

Apple Announces WWDC 2024 Event for June 10 to 14

Tuesday March 26, 2024 10:02 am PDT by
Apple today announced that its 35th annual Worldwide Developers Conference is set to take place from Monday, June 10 to Friday, June 14. As with WWDC events since 2020, WWDC 2024 will be an online event that is open to all developers at no cost. Subscribe to the MacRumors YouTube channel for more videos. WWDC 2024 will include online sessions and labs so that developers can learn about new...
Generic iOS 18 Feature Purple

iOS 18 Will Finally Bring This Android Feature to iPhone

Monday March 25, 2024 6:42 am PDT by
iOS 18 will allow iPhone users to place app icons anywhere on the Home Screen grid, according to sources familiar with development of the software update. This basic feature has long been available on Android smartphones. While app icons will likely remain locked to an invisible grid system on the Home Screen, our sources said that users will be able to arrange icons more freely on iOS 18....
apple maps 3d feature

Apple Maps May Gain Custom Routes With iOS 18

Tuesday March 26, 2024 3:10 pm PDT by
Apple may be planning to add support for "custom routes" in Apple Maps in iOS 18, according to code reviewed by MacRumors. Apple Maps does not currently offer a way to input self-selected routes, with Maps users limited to Apple's pre-selected options, but that may change in iOS 18. Apple has pushed an iOS 18 file to its maps backend labeled "CustomRouteCreation." While not much is revealed...