Apple bought Beats after seeing the benefits that Samsung received from its controversial deal with Jay Z, Kanye West told a global advertising and marketing in Cannes earlier this week. The deal is part of Apple's attempt to reconnect with culture after the loss of West's hero Steve Jobs.
"There would have been no Beats deal without the Samsung deal. It showed the No. 1 company the importance of connecting with culture," West told AdWeek. "The reason I said I didn't like Samsung particularly is because throughout my entire life, because of how my parents raised me, I have to work with the No. 1. I can't work with anyone but Jay Z, because he's No. 1. I can't be with any girl but Kim, because that's the girl whose pictures I look at the most and get turned on by. I'm not going to represent any company but Louis Vuitton, because that's No. 1. … Samsung is not quite Apple, but it showed that Jimmy [Iovine] and Dre would be able to connect with the No. 1 influencers."
Steve Jobs Legacy & Carrying His Torch
"People are less about the brand and more about self-confidence and how the brands can assist them, similar to what Steve was doing with tech," West said in Cannes. "This is my goal in lifestyle, in everyday life—to change the idea of what luxury is. Because time is the only luxury. It's not all these brands that we just drove by that are somehow selling our esteem back to us through association."