New Apple Music TV spots market mission statement, individual musicians

Posted:
in iPod + iTunes + AppleTV edited August 2015
Apple on Sunday premiered three new TV ads for Apple Music on its YouTube channel, with one focusing on the meaning behind the service and two concentrating on specific artists.




In the first, "Discovery," Apple claims that it wants to create "a place where artists and fans can discover one another," run by people "who live and breathe music." It mentions radio stations and curated playlists as some of the service's core features.



The other commercials, "Discover James Bay" and "Discover Kygo," are shot in the same style as the main Discover spot but have no dialogue. Instead they center on musicians performing songs, ending with text and graphics from the artists' Apple Music profiles that highlight their Connect blogs.

Apple has been making curation a key bullet point used to distinguish its approach to streaming music. Although chief rival Spotify has significant amounts of curated content, Apple Music extends the concept even further, to the point that even many of its non-DJ radio stations still use hand-selected tracks.





Apple has also attempted to branch out in terms of marketing, not only trying different styles of TV ads but saturating major cities with billboards and posters. Last week, it introduced posters that can be scanned in Shazam to jump straight to an artist's profile.
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Comments

  • Reply 1 of 21
    rogifanrogifan Posts: 10,669member
    Good lord those were boring ads. I'm waiting for Apple to do something upbeat again. Enough with the serious dreary stuff.
  • Reply 2 of 21
    Quote:

    Originally Posted by Rogifan View Post



    Good lord those were boring ads. I'm waiting for Apple to do something upbeat again. Enough with the serious dreary stuff.

    What about them was boring? The fact that they were about music in general or just that Apple Music isn't your cup of tea? Honestly, some people have different measures of what is "upbeat." In this case, I'm with you. Unfortunately, I don't quite agree with Apple's definition of music. I don't have any problems with people who like the stuff they play on Beats 1, but I prefer other genres of music. The thing is, Apple can't constantly appeal to every person on the planet, and every fringe case or opinion in existence. Thus, you have Android;-)

  • Reply 3 of 21
    bobschlobbobschlob Posts: 1,074member
    Quote:

    Originally Posted by Rogifan View Post



    Good lord those were boring ads. I'm waiting for Apple to do something upbeat again. Enough with the serious dreary stuff.



    It's not about Apple it's about artists.

    Just like your comment is not about Apple, it's about you.

  • Reply 4 of 21
    Quote:

    Originally Posted by BobSchlob View Post

     



    It's not about Apple it's about artists.

    Just like your comment is not about Apple, it's about you.




    Agreed.

  • Reply 5 of 21
    rogifanrogifan Posts: 10,669member
    bobschlob wrote: »

    It's not about Apple it's about artists.
    Just like your comment is not about Apple, it's about you.

    How about Apple go back to something like the ad they did for the iPod touch in 2012? None of these ads get me excited about Apple Music. I doubt I'm alone in that feeling.
  • Reply 6 of 21
    Yeah, they are dreary.

    C'mon , Apple, lighten up a bit.
  • Reply 7 of 21
    solipsismysolipsismy Posts: 5,099member
    bobschlob wrote: »
    It's not about Apple it's about artists.
    Just like your comment is not about Apple, it's about you.

    When it comes to marketing they should be about 'us', since we're the potential customer. The ads need to touch us in a way that makes us want to remember and use the product. Are these artists ads effective in that? For me, they do nothing to drive me to try Apple Music and I don't in a month I'll even remember these ads exist; but I concede that I may not be the intended customer with these ads or simply the odd man out. Suffice to say, I much prefer Apple's original "discovery ads" which were simply using an upbeat and catchy song by an unknown artist to sell their iPods. I still remember most of them.


    [VIDEO]
  • Reply 8 of 21
    bobschlobbobschlob Posts: 1,074member
    Quote:

    Originally Posted by Rogifan View Post

     
    Quote:

    Originally Posted by BobSchlob View Post





    It's not about Apple it's about artists.

    Just like your comment is not about Apple, it's about you.




    How about Apple go back to something like the ad they did for the iPod touch in 2012? None of these ads get me excited about Apple Music. I doubt I'm alone in that feeling.

     

    "Apple go back"

    Yeah, wasn't that, like, Steve Jobs' motto, or something? <img class=" src="http://forums-files.appleinsider.com/images/smilies//lol.gif" />

  • Reply 9 of 21
    paxmanpaxman Posts: 4,616member
    solipsismy wrote: »
    When it comes to marketing they should be about 'us', since we're the potential customer. The ads need to touch us in a way that makes us want to remember and use the product. Are these artists ads effective in that? For me, they do nothing to drive me to try Apple Music and I don't in a month I'll even remember these ads exist; but I concede that I may not be the intended customer with these ads or simply the odd man out. Suffice to say, I much prefer Apple's original "discovery ads" which were simply using an upbeat and catchy song by an unknown artist to sell their iPods. I still remember most of them.


    [VIDEO]

    The two b & w artist videos have quite a bit in common with the ads you mention. They encompass the product they are selling but focus on the content that the product delivers. Personally I don't mind them as stand alone pieces.

    Having said that, I wonder how this oh so carefully composed dreamlike and angsty aesthetic will work. I prefer the edgier previous campaigns you list. I would have much preferred something more raw and energetic as an opener.

    The first ad above is really dreadful with the slightly pompous low key voice over which Apple seems to favour, and man, I wish Apple would stop using words like 'remarkable'. If they must be used let us be the ones to use them. The idea of 'let the products sell themselves' as operates in the bricks and mortar stores is often absent in the Apple videos. I really do not need to be told that having access to music is 'remarkable'.
  • Reply 10 of 21
    bobschlobbobschlob Posts: 1,074member
    Quote:
    Originally Posted by paxman View Post



    The two b & w artist videos have quite a bit in common with the ads you mention. They encompass the product they are selling but focus on the content that the product delivers. Personally I don't mind them as stand alone pieces.



    Having said that, I wonder how this oh so carefully composed dreamlike and angsty aesthetic will work. I prefer the edgier previous campaigns you list. I would have much preferred something more raw and energetic as an opener.



    The first ad above is really dreadful with the slightly pompous low key voice over which Apple seems to favour, and man, I wish Apple would stop using words like 'remarkable'. If they must be used let us be the ones to use them. The idea of 'let the products sell themselves' as operates in the bricks and mortar stores is often absent in the Apple videos. I really do not need to be told that having access to music is 'remarkable'.



    "I wonder how this oh so carefully composed dreamlike and angsty aesthetic will work."

    I dunno, how did the "Think Different" ad do?

  • Reply 11 of 21
    zabazaba Posts: 226member
    Is this a product of Apple's internal marketing /advertising team?
  • Reply 12 of 21
    rogifan wrote: »
    How about Apple go back to something like the ad they did for the iPod touch in 2012? None of these ads get me excited about Apple Music. I doubt I'm alone in that feeling.

    No, you're not alone. Especially "Discovery".
  • Reply 13 of 21
    rogifanrogifan Posts: 10,669member
    Btw the Discovery ad us narrated by Trent Reznor.
  • Reply 14 of 21
    Quote:
    Originally Posted by Rogifan View Post



    Btw the Discovery ad us narrated by Trent Reznor.



    I is somehow amusing to hear him speak like that when you think of some of his performances as artist :-)

     

    Edit: added "as".

  • Reply 15 of 21
    lkrupplkrupp Posts: 7,478member
    Quote:

    Originally Posted by Rogifan View Post





    How about Apple go back to something like the ad they did for the iPod touch in 2012? None of these ads get me excited about Apple Music. I doubt I'm alone in that feeling.



    All this means is that we don’t understand the music business in 2015.

  • Reply 16 of 21
    Quote:
    Originally Posted by lkrupp View Post

     



    All this means is that we don’t understand the music business in 2015.




    Isn't it too early to draw such a conclusion (or any other, for that matter)?

    I am really curious how the numbers look like in, let's say, three years from now regarding streaming overall, and Apple Music, in particular.

  • Reply 17 of 21
    paxmanpaxman Posts: 4,616member
    bobschlob wrote: »
    "I wonder how this oh so carefully composed dreamlike and angsty aesthetic will work."
    I dunno, how did the "Think Different" ad do?
    Hard to compare those two campaigns. So very different in nature, message and purpose.
  • Reply 18 of 21
    Quote:

    Originally Posted by BobSchlob View Post

     

    "I wonder how this oh so carefully composed dreamlike and angsty aesthetic will work."

    I dunno, how did the "Think Different" ad do?


    Now I think you're wandering into the realm of the ridiculous....

     

    Do you honestly believe that these ads are anywhere on par with the Think Different ads?

  • Reply 19 of 21
    Quote:
    Originally Posted by lkrupp View Post

     

    All this means is that we don’t understand the music business in 2015.


    I have two teenage kids, and between them, they have a number of friends.

    Neither of them, nor a single one of their friends -- many of whom I've had the chance to ask -- knows of Apple Music.

     

    I realize the numbers are less than a dozen, and it's obviously not a representative sample, but I am beginning to wonder if we're the only ones who don't understand the music business in 2015.

  • Reply 20 of 21
    mr omr o Posts: 1,046member

    Change the Mission Statement from:

     

    "All in One Place"

     

    to

     

    "Everything in its Right Place"

     

    And all will end well.

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