To promote the launch of its new music streaming service Apple Music, Apple has debuted this spot "cataloging" the "History of Sound" from 1888 to 2015. The film cuts together vignettes of what appear to be real-life moments of music fans' encounters with tunes -- whether they be with vinyl, CD or even an early-gen iPod or iTunes.
The minute-and-a-half-long film arrives on the heels of the brand's big announcement at its annual developer conference in San Francisco. As well as the new streaming service, Apple also introduced the loyalty program Apple Pay and a Flipboard-like app called News.
Along with the "History of Sound" film, Apple also debuted a product demo of the new streaming service, announcing its various features, which include on-demand music streaming, the new global 24/7 radio station Beats 1 and a music-focused social network through which artists can share personal updates along with their tracks.
In the film, Beats CCO and former Nine Inch Nails frontman Trent Reznor, who was reportedly a key figure in leading the redesign of Apple's new streaming service, lays out what Music will have to offer: "For fans, we tried to create a complete experience by combining a catalog of the world's music with the music that's not in the catalog yet direct from the artists to you and the shared expereicne of Beats 1. For artists, we've built an ecosystem we hope can start to provide the tools to grow, nurture and sustain careers. One place, one complete thought around music."