“Music needed a home…so we built one.” That’s a big statement for a music streaming company that didn’t launch first.

Apple music streaming launched in June this year…with an average ad.

“Apple Music is a place where music is treated like the art it is, with a sense of respect and discovery.” As it turned out, this description was more than a prologue to its YouTube blurb. It was a teaser for a new campaign…

…that’s very Apple, and by very Apple, I mean cool, trend-aware and distinctive. It’s like brightly-coloured iPods (instantly appealing)…but black and white. It’s (so far) three very sexy films about music, in black and white, the primary 60 second ad called Discovery.

This is what its has to say about the arrival of Apple Music:

“Music has never had a bigger place in our lives. to have access to all the music in the world at our fingertips is remarkable. And yet, there needs to be a place where artists and fans can discover one another, where the entire experience, from playlist to radio to new releases is powered by people who live and breathe music. A place that brings out the artists you love as well as the artists you’re about to love. That kind of place would be pretty great. And that’s what we set out to do with Apple Music.”

The film ends with the campaign tagline, All the artists you love and are about to love. All in one place. 

Each of the two support ads features a single music artist, James Bay:

Or Kygo:

Each is a visual and musical exploration of the artist and his work. There is no voiceover, but at the end of each is a representation of the artist’s Apple Music page with the Connect feature highlighted.

The Apple Music video campaign is supported by billboards, bus shelter posters and subway signage on selected spots throughout the world.