The role of this campaign was to increase brand recall by establishing Apple Music's Icon as the place to discover what's next in music. Apple chose to work with a new and fairly unknown City Slang artist Noga Erez to be the sound of their campaign. This was a huge opportunity for her and us as a label to drive that much attention to our latest signing.

 

The song was integral to the editing/cadence of the spot. Apple selected the song early in their process and created dozens of music edits to get the perfect shape/impact of the song. They utilised the stems that the band provided to maximise impact and shape of the track for their advert.

The picture edit was build completely around the music edit, which is rare in advertising. It was the only process that could yield such a perfect connection between picture and music.

Every edit point was determined by the cadence of the music, resulting in a virtual dance between sound and picture. Apple felt that "the song itself is incredibly innovative in how it’s written and executed. Utilising voice sampling as instrumentation, and a very catchy hook, it simultaneously sounds tough and accessible. It has a staccato quality, but somehow flows together perfectly. And instead of simply adding layers upon layers to create a build, the song takes a journey through chord progressions and sounds. And of course the lyric “Dance like you should” is perfect for the product, Apple Music."

Apple has a long history of discovering artists and using advertising as a platform to expose it’s audience to new sounds. Where as some music brands would select a famous or already popular band to advertise their platforms, as there is a tendency to use pop stars to easily pull people’s attention. Apple stayed true to it’s history here, choosing the artist/song based on it’s creative merit and innovative sound, instead of their streaming numbers. By introducing their audience to something new, they added value to both the brand and the artist.