Apple is Shocked, Shocked that Rappers Use Profanity

In a classic scene in the movie Casablanca, a law enforcement officer pretends to be "shocked, shocked" to discover gambling going on in a casino.  Commentators are speculating that Apple might be reconsidering buying Beats Electronics because of a profanity-filled video that actor/singer Tyrese made in which Dr. Dre appears to acknowledge that Apple is about to buy Beats and make him the first hip-hop billionaire.

Leo Hindery appeared on Bloomberg TV today and used a disturbing, condescending tone in describing hip-hop figures like Dr. Dre, even at one point referring to them and their audience as "aggressive young people."  Hindery implies that Apple should not place Dr. Dre in a position in which he will be regarded as a spokesman for Apple, because of the damage Dr. Dre could do to Apple's brand in the future.

If it took Tyrese's video to alert Apple to Dr. Dre's history and personality, then Apple's management must have been asleep for the past 20 years.  Apple cannot have it both ways.  Beats Electronics is closely identified with Dr. Dre, and that is the major factor in why young people consider the headphones cool and a must-have fashion accessory.

The notion that Apple now is willing to pull out of a $3.2 billion deal solely because Dr. Dre and Tyrese used a lot of profanity on a video to celebrate the upcoming transaction is ridiculous.  If Apple wanted a straight-laced business partner, there are other, less edgy people from the hip-hop world they could have joined forces with.  If Apple decides not to purchase Beats Electronics after all, it won't be because of Tyrese and Dr. Dre's comments on the video.

http://www.bloomberg.com/video/dr-dre-nfl-key-elements-to-major-tech-m-a-deals-c987emoGQAi~xVs76xYCsQ.html