New Apple Music ads introduce you to your next favorite artists

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Apple is dead set on showing how much it values artists.
Photo: Apple

Three new Apple Music ads show off Cupertino’s creative cool, highlighting musical acts and touting the tagline, “All the artists you love and are about to love, all in one place.”

Apple debuted the three new spots over the weekend on its YouTube channel. Check them out below:

Like the iPod ads of old, the new marketing materials seek to put Apple at the center of pop culture’s creative swirl.

The artists profiled in the new ads include Norwegian DJ and producer Kygo, English singer-songwriter James Bay, Leon Bridges and Flo Morrissey. One of the ads also features Nine Inch Nails frontman and Beats’ Chief Creative Officer Trent Reznor in the role of narrator. Reznor joined Apple as part of the $3 billion Beats deal.

I like the ads for their stylish minimalism. The line about exposing you to the artists you “are about to love” is also very much in keeping with Apple Music’s philosophy on curation.

The company is determined to convince you it can use human expertise — as well as smart algorithms — to help you find your next favorite track or artist.

The ads also highlight Apple Music’s Connect feature, which is designed to let artists keep in touch with fans.