Apple Music:"All the artists you love and are about to love. All in one place."

Centred on the idea of 'Discovery', Apple has launched its first campaign for Apple Music. The three new ads are part of Apple's ongoing attempt to differentiate itself from market-leader Spotify. Despite having its own online radio station, Beats1, and signing exclusive release deals with popular artists like Taylor Swift, the platform is still struggling to lure users away from its more established rivals. As a result Apple have now turned their attention to their service's unique ability to help us discover new music (even though I am pretty sure that is what Spotify Radio is for?).

The three ads, by TBWA\Media Arts Lab, are 60-second spots which feature up and coming artists such as James Bay and Leon Bridges, as well as relatively unknown acts like Flo Morrissey and Ibeyi. The ads are shot in black and white thus stripping away the air of stardom and allowing viewers to connect with both the ad and the artists.

The feauture ad, 'Discovery', has the type of voiceover that one has become accustom when watching an Apple ad. Once again the narrator is able to take a simple concept like, new music discovery, and turn it into something so abstract and profound. Coupled with the naked portrayal of the artists, TBWA\Media Arts Lab is capturing the experiential nature of music, suggesting Apple Music is more than just a streaming service; Apple music understands the artists. It understands the fans. It understands music!

The other two ads feature artists. The first one James Bay and the other Norwegian producer Kygo. These ads are only 30 seconds but stay true to the theme of the longer "Discovery" spot. The ads feature the artists' music and a brief overlay of their Apple Music pages highlighting the connect feature. They then end with the strapline which all three ads share; 

“All the artists you love and are about to love. All in one place.”

This new move by Apple has come at a time when skeptics have suggested that Apple have missed the 'streaming' boat. However, recent events suggest there might still be hope. It's exclusive release of Dr Dre's first album in 16 years, which debuted at No. 2 on the Billboard charts, was streamed 25 million times in its first week on the music platform. So I guess only time will tell if Apple can live up to its position as"the next evolution in music". And if these ads are anything to go by they might yet silence their critics.