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Apple's extended 'Your Verse' videos goes in-depth with Yaoband, Slow Roll [u]

post #1 of 8
Thread Starter 
Apple on Tuesday posted to its YouTube channel an extended version of its most recent "Your Verse" iPad ad featuring Chinese electropop group Yaoband, which uses the tablet to gather sounds and perform on stage.




The latest iPad spot focuses on multimedia creation, with Yaoband's Luke Wang and Peter Feng discussing the impact Apple's slate has had on the group's ability to weave sounds from the Chinese landscape into their music.

Building on the original minute-long version from Tuesday, the extended clip goes in-depth to illustrate how the group uses both Apple's iPad Air and iPad mini to capture sound bytes, manipulate them and put it all together with a few apps. Specifically, Yaoband uses Native Instruments's iMaschine, Alexander Gross's Music Studio, and Akai's iMPC.

"I find music everywhere," Wang says. "iPad is how I capture it. I can take anything that inspires me and make it part of our music."



In addition to harvesting and tweaking sound, Wang employs an iPad mini to playback snippets and beats while performing, allowing him to innovate in real time. For motion-based audio output, the group's DJ and producer uses Confusionists's MIDI Designer Pro, while improvised loops and beats come from Propellerhead's Figure.

"iPad gives me the most freedom when we're on stage," he says. "I can shape our sound with body movements. I can even go out into the audience and really connect with the crowd."

Update: Apple has subsequently added a longer version of the second "Your Verse" ad from Monday, highlighting Detroit activist Jason Hall of Slow Roll.



Put together Hall as a way to reconnect the citizens of Detroit, Mich., a city left battered after the "Great Recession," Slow Roll is one of the largest group bike rides in the U.S. According to the video, at its height, Slow Roll had some 1,700 participants in the summer of 2013 and this season is expected to be even bigger with 2,000 people already signed up.

Hall uses his iPad with a handful of apps -- Prezi, Penultimate, Zello Walkie Talkie and Phoster -- to conduct operations like map planning, poster creation and communication.
post #2 of 8

Seems more like a Beats ad than an Apple ad.

post #3 of 8

I didn't even bother to watch it. 

What I want to see are kids using the iPads is awesome ways. 

post #4 of 8

Neat little video, I really enjoy using my iPad for music creation as well. I'm hoping Apple will start to see the advantages of allowing more then one music app run at the same time and in the background. Till then though AudioBus 2 has been a God send.

When I looked up "Ninjas" in Thesaurus.com, it said "Ninja's can't be found" Well played Ninjas, well played.
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When I looked up "Ninjas" in Thesaurus.com, it said "Ninja's can't be found" Well played Ninjas, well played.
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post #5 of 8
Love the ads, but if you watch closely there's a lot of expensive production value in those things; camera booms, stabilizers, and the still photography is definitely coming from high-end pro equipment, not an iPhone camera. It is getting to be a bit too over-the-top. For instance that still photo of the band all plunged in and practicing on a sandy beach? Who's going to really do that? You're going to get sand in everything and ruin your equipment!! But it makes for a good photo......and great ads!

Yet to me it is becoming a bit like a dumb trophy wife. Even if these ads depict real uses of the iPad they're all a bit too beautify and a bit too fake for my tastes.
post #6 of 8

You're watching an ad. To me it's logical they used expensive equipment to capture that band. Why do you think that Apple should use their own products to shoot a professional commercial?

post #7 of 8
Quote:
Originally Posted by MidwestAppleFan View Post

Love the ads, but if you watch closely there's a lot of expensive production value in those things; camera booms, stabilizers, and the still photography is definitely coming from high-end pro equipment, not an iPhone camera. It is getting to be a bit too over-the-top. For instance that still photo of the band all plunged in and practicing on a sandy beach? Who's going to really do that? You're going to get sand in everything and ruin your equipment!! But it makes for a good photo......and great ads!

Yet to me it is becoming a bit like a dumb trophy wife. Even if these ads depict real uses of the iPad they're all a bit too beautify and a bit too fake for my tastes.

 

You are joking, right?

 

The commercials are about people who use Apple products in creative and productive ways... They're not about Apple using their own products to make commercials.

Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
Reply
post #8 of 8
Quote:
Originally Posted by dacloo View Post

You're watching an ad. To me it's logical they used expensive equipment to capture that band. Why do you think that Apple should use their own products to shoot a professional commercial?

Lights, camera, action.......

Padcaster.jpg

Then we have what I like to call the porn rig, for those close up shots (ooohhh, a double-entendre)

pimped-out-diff-cinema-rig_1024x1024.jpeg?v=1377027285

The new Bentley commercial was shot using nothing but this.

Screen-Shot-2014-05-19-at-11.46.22-AM.png

Make sure to check out the end, shows the equipment used in the production.


Edited by Relic - 8/13/14 at 11:39pm
When I looked up "Ninjas" in Thesaurus.com, it said "Ninja's can't be found" Well played Ninjas, well played.
Reply
When I looked up "Ninjas" in Thesaurus.com, it said "Ninja's can't be found" Well played Ninjas, well played.
Reply
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