The key player to enlist was Doug Morris, head of the Universal Music Group.
His domain included must-have artists such as U2, Eminem, and Mariah Carey,
as well as powerful labels such as Motown and Interscope-Geffen-A&M. Morris was eager to talk.
More than any other mogul, he was upset about piracy and fed up with the caliber of the technology people at the music companies.
"It was like the Wild West," Morris recalled. "No one was selling digital music, and it was awash with piracy.
Everything we tried at the record companies was a failure.
The difference in skill sets between the music folks and technologists is just huge."
As Ames walked with Jobs to Morris's office on Broadway
he briefed Jobs on what to say. It worked.
What impressed Morris was that Jobs tied everything together in a way that made things easy for the consumer and also safe for the record companies.
"Steve did something brilliant," said Morris.
"He proposed this complete system: the iTunes Store, the music-management software, the iPod itself.
It was so smooth. He had the whole package."