Apple's new TV ad describes Apple Music as an 'instant boyfriend mixtape service'

Advertisement

Advertisement
Apple

Business Insider

Apple positions Music as the killer of the boyfriend-made mixtape.

During the 2015 Emmys, Apple aired a new advert featuring Kerry Washington, Taraji P. Henson and Mary J. Blige that shows off Apple Music's "For You" feature, describing it as an "instant boyfriend mixtape service." 

The minute-long advert, directed by Ava DuVernay, starts with the trio bemoaning how long it takes to create a cassette-based mixtape, followed by Blige showing off Apple Music.  

 

Complimentary Tech Event
Transform talent with learning that works
Capability development is critical for businesses who want to push the envelope of innovation.Discover how business leaders are strategizing around building talent capabilities and empowering employee transformation.Know More

The advert ends with the message: "Instant boyfriend mixtape service" before promoting the $9.99/month price (£9.99/month).

Advertisement

After the advert aired, DuVernay, who directed "Selma" and "Middle of Nowhere," took to Twitter to announce that two more ads were in the works.

Apple has put a lot of time and effort into the launch of Apple Music, signing Canadian rapper Drake exclusively - for a reported £12.8 million ($20 million) - and promoting the service heavily. Over 11 million users signed up for a free account which expires after three months, meaning that Apple has to keep the interest in Music up. 

NOW WATCH: This is what happens to your brain and body when you check your phone before bed

Next StoryOne of Tidal's celebrity owners has admitted that its launch was 'poorly managed'