Apple Music’s Zane Lowe invaded South by Southwest (SXSW) to deliver the festival’s music keynote. Video of the event has now been released via YouTube.
Lowe, Apple Music’s creative director and Los Angeles anchor for Beats 1, used his keynote to discuss how music transformed him as a person. He also noted the many changes which have occurred in recent years in the world of music. He also explained the formation of Beats 1 and Apple Music:
We had three months to build Beats 1 from scratch. So the question we had to ask was: is this even radio? Are the radio and online streaming audiences separate? Right now I think so …
Born in Auckland, New Zealand, Lowe was named one of the DJs of Beats 1 when Apple Music was first announced at the Apple WWDC keynote in 2015. Prior to joining Apple, Lowe served as a DJ for BBC’s Radio 1.
First held in 1987, SXSW offers a showcase of film, interactive media, music festivals, and conferences. This year’s music festival runs through Sunday, March 19.