Words you expect to hear from Apple employees about one of the company’s new service: ‘incredible’, ‘revolutionary’, ‘magical’. Words you don’t expect to hear: “We are three months old and babies make a lot of noise. They look at the world all wide-eyed and they shit everywhere, that’s kind of what Beats 1 is.”. Yet that last quote comes from Zane Lowe, as the flagship DJ for Apple’s Beats 1 station discussed its first three months at yesterday’s Radio Festival in London.
Lowe was happy to admit that the station – which has been one of the most-praised elements of Apple Music – remains rough around the edges. “We are as loud as fuck right now,” he said, adding that Apple’s radio team is “trying to make it up as we go along”, and responding to a question about whether Apple needs Beats 1 thus: “That’s a great question. I’m not sure that they do. We are working this out, time will tell. I don’t have the answers, we are trying to make it up as we go along, I hope there is a place for it.”