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"We're going to do whatever hits popular culture smack on the nose"...

Apple Music boss Jimmy Iovine has confirmed that the streaming platform is aiming to branch out beyond just music.

In a Q&A session during the Television Critics Association’s winter press tour last weekend, Iovine said: "At Apple Music, what we're trying to create is an entire cultural, pop cultural experience, and that happens to include audio and video."

Continuing, the Interscope founder added: "If South Park walks into my office, I am not going to say you're not musicians, you know? We're going to do whatever hits popular culture smack on the nose. We're going to try."

Apple Music has already begun to venture into original video content. The platform has streamed concerts by Skepta and Taylor Swift, acquired James Corden's Carpool Karaoke from his The Late, Late Show, and is currently producing a “dark, semi-autobiographical drama” based on Dr. Dre's life called Vital Signs and a documentary about Cash Money Records titled Before Anythang.

Iovine was also promoting his upcoming four-part series, The Defiant Ones, based around his relationship with Dr. Dre.

[Via The Hollywood Reporter]