Eddy Cue: 'Every Artist Deserves An Opportunity'

The Apple Music head honcho talks balancing technology with art, nurturing talent, and why the next big thing in music might just come from India

- Nirmika Singh

IN FEBRUARY THIS YEAR, AS MANY AS six unlikely music artists in India made it to gigantic billboards across the country—a space that is almost exclusively home to Bollywood faces and celebrity brand ambassadors. This breath of fresh air in outdoor publicity was courtesy Apple Music which launched its first India-wide campaign, roping in musicians such as Mumbai rappers Divine and Badshah, New Delhi singer song writer Prateek Kuhad and Kavya Trehan, Chennai film composer and singer Anirudh Ravichander and Mumbai electro pop act Madboy/Mink. The agenda was simple: to let both artists and fans know that when it came to millennial music, Apple is where the streaming action is.

Last month, Apple Music head honcho Eddy Cue (Senior Vice President, Internet Software and Services) made a trip to India, and among the many things on his itinerary was the announcement of his company’s partnership with KM Music Conservatories in Chennai, founded by celebrated composer AR Rahman. Apple Music will open two Mac Labs at the music school, one in Chennai and the other at its upcoming campus in Mumbai. The Labs’ primary aim will be to educate students in creating music using Apple’s professional software Logic Pro X. Apart from setting up the Mac Labs, Apple will also fund 10 scholarships for music students from underprivileged backgrounds.