Jimmy Iovine Reckons “Women Find It Difficult At Times” To Find Music, Is Here To Help

Record exec, Beats founder and now Apple Music visionary Jimmy Iovine has had a real face-palm moment on a US morning show, saying that women find it “difficult” to source music on their own.

“Women find it very difficult at times — some women — to find music,” Iovine said on CBS This Morning discussing an Apple Music ad that shows Mary J. Blige, Kerry Washington and Taraji P. Henson rocking out to some banging tunes together.

The commercial which was directed by Selma director Ava DuVernay is actually really entertaining, but Iovine may have just undone all the hard work with his really cringeworthy explanation of why Apple Music have curated playlists.

One of Apple Music’s biggest drawcards is that they get playlists curated by artists or real people, bereft of algorithms, which Iovine says is perfect for when girls are just trying to choose the perfect soundtrack for, as he puts it, “complaining about boys.”

“I just thought of a problem, you know,” Iovine explained.

“Girls are sitting around, you know, talking about boys. Or complaining about boys, you know, when they’re heartbroken or whatever. And they need music for that, right? So it’s hard to find the right music, you know. Not everybody has the right lists, or knows a DJ or something.”

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Blige, who is sat alongside Iovine during the segment called the ad a “genius idea” but you could see her trying to hold her shit together as Iovine continues to speak dribble.

Thank goodness for Apple Music. Girls have playlists like “Minimal Techno For Cooking,” “BBQ Bangers” or “Chillin’ In The Bathtub” so they don’t have to make those tough decisions anymore.

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You can watch the full interview below. Head to about the 1:50 mark to see the awkwardness unfold.

UPDATE 23/11/15: Jimmy Iovine has apologized for his remarks regarding women and their use of the Apple Music service. In a statement, he says, “We created Apple Music to make finding the right music easier for everyone — men and women, young and old. Our new ad focuses on women, which is why I answered the way I did, but of course the same applies equally for men. I could have chosen my words better, and I apologise.”

Watch: Jimmy Iovine and Mary J. Blige on CBS This Morning

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