Apple: Discover James Bay

Poetic Ads for Streaming Service Promote Connections and Discovery

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Back in June, Apple revisited music through the ages to promote the launch of its Apple Music streaming service. Now, it's getting down to the basics in a series of black and white ads that wax poetically about how the brand's offering promises to connect and inspire music lovers from all walks of life -- from the performers to the fans, from the famous to the not-so-famous.

The longest ad pieces together simple portrait scenes of lesser-known artists, including Kygo, Leon Bridges, Flo Morrissey and James Bay. (Mr. Bay and Kygo also appear in shorter spotlight videos.) Lilting music plays alongside a poetic voiceover we believe is that of Apple Music key architect Trent Reznor. Echoing the sentiment Mr. Reznor expressed in a demo film that debuted when the service launched, it's clearly meant to encourage viewers' sense of discovery and promote the service as a kind of musical social network:

"Music has never had a bigger place in our lives. to have access to all the music in the world at our fingertips is remarkable. And yet, there needs to be a place where artists and fans can discover one another, where the entire experience, from playlist to radio to new releases is powered by people who live and breathe music. A place that brings out the artists you love as well as the artists you're about to love. That kind of place would be pretty great. And that's what we set out to do with Apple Music."

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Aug 17, 2015
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