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.
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
4 responses to “New Apple Music ads introduce you to your next favorite artists”
I wish Apple Music had a higher quality tier.
…but only if you are a fan of intellectual music type known as Hip Hop or Flip Flop or Plip Plop, or feel orgasmic pleasure listening to a semi-educated brute with a percentage of African-origin blood bleating his attempted missives at poetry over a minimal, simplistic programmed bass beat with a few tinkly, spangly synthesiser sounds layered on top to add some sort of interest effect. There will be a video to go with it, with the aforementioned so-called artist showing off his latest purchases from the sportswear store, all ill-fitting, arms folded or gesticulating wildly and bouncing subtly up and down more-or-less in time with the bass of his recording. This will be deemed as ‘cool’, ‘hip’ and ‘with it’.
If Apple loves artists so much, let them pay artist like they do.
I’ve been enjoying tons of Classical, Jazz, Ragtime, Classic Rock, and a smattering of new stuff through Apple Music. They can keep their radio station overall, but the service is well worth it for me.