Right now, a lot of the discussion of Apple’s original video content focuses on the drama series the company is developing. But Apple’s not abandoning its focus on creating videos to promote Apple Music musicians — as a pair of new teaser trailers make clear.
The short teasers are for an upcoming documentary to coincide with Chris, artist Héloïse Letissier’s second album as Christine and The Queens. Check them out below.
— Christ̵i̵n̵e̵ ̵a̵n̵d̵ ̵t̵h̵e̵ ̵q̵u̵e̵e̵n̵s̵ (@QueensChristine) September 4, 2018
Titled Apple Music Presents: Chris, the short film will “shed light on the creation of the new record, as well as Letissier’s views on femininity and queerness.” The documentary will debut worldwide on Apple Music on September 14, one day after premiering in Paris. The album will then become available on Apple Music, alongside other streaming services, on September 21.
This isn’t the first time Apple has used its platform to showcase videos dedicated to promoting musicians. In the past, Apple produced in-house music videos for top-name artists such as Drake, Eminem and Pharrell, among others. Apple also created or acquired documentaries about other famous musical acts.
What is interesting about Letissier’s video is that it shows Apple putting its marketing weight behind an artist who is not a big name in the United States.
— Christ̵i̵n̵e̵ ̵a̵n̵d̵ ̵t̵h̵e̵ ̵q̵u̵e̵e̵n̵s̵ (@QueensChristine) September 3, 2018
Apple previously helped break artists by featuring their music in commercials, which helped drive sales. It also featured up-and-coming acts at its (now abandoned) Apple Music Festival. If Apple successfully uses Apple Music to give Letissier a big exposure boost to U.S. audiences, it’s a great advertisement that could mean more artist exclusives in the future.
It follows the addition of Apple Music’s new “Music Videos” section in the streaming service’s app. This curated section features new videos and artist- and region-specific highlights.