New Shot on iPhone ads go behind the scenes with your favorite musicians

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Florence and the Machine
Apple pulled back the curtain in its latest ads.
Photo: Apple

Apple hit the road with some of the most popular bands touring the world for its latest round of ‘Shot on iPhone’ ads.

The new one minute spots offer an intimate look at what goes on backstage before Florence and the Machine, FKA Twigs and Kamasi Washington make their appearances at concerts in Colorado, New York and London. Each of the three ads were shot by a different director giving them a unique feel.

Watch all three right here:

Florence and the Machine

Kamasi Washington

FKA Twigs

According to AdWeek, the new ads are part of a series of 16 ads and billboards that will be going up across the globe. Other ads will feature Tyler the Creator, Tierra Whack, Travis Scott, Lizzo, Kacey Musgraves, Chai, Idles, Leon Bridges, Skrillex, Sebastian Yatra, Jay de la Cueva, Gaye Su Akyol and Little Big. Look out for the billboards coming to major cities over the next few weeks.