Apple Tries To Wow Music Nerds With Historical Ad

Earlier in June, Apple announced its new Apple Music service at a developer’s conference. To coincide with this they have released an advertisement showing the history of music through the ages in a series of hipster-drenched sepia scenes. The idea might seem pretty simple but it’s actually quite a calculated move. It places Apple Music firmly on the timeline of music production through the ages, and aims to cement the idea that it’s a momentous and noteworthy innovation. But is it really?

What is Apple Music anyway?

Apple Music is being billed as a unified “home for music” where artists and listeners can connect and experience music in new ways. In reality, the concept will offer users a few different services:

• Apple’s very own 24-hour radio station, Beats 1 Radio, complete with a troupe of urbane DJs such as Zane Lowe
• A streaming service to rival Spotify where subscribers can stream any track on iTunes.
• A “Connect” feature which allows artists to share exclusive content, photos and videos with their fans, who will then be able to like and comment on it.

What this means for Apple users?

You’ll still be able to purchase all the music you want on iTunes, except now you’ll have the option of streaming it instead in return for a monthly subscription fee. Early indications are that there will be some music on Apple Music that you can’t stream for free on Spotify. However, not all of the iTunes library will be freely available, according to some sources. Spotify has 15 million paying subscribers, but Apple Music is expected to catch up to their rivals within a year, if all goes well, despite being a latecomer to the streaming market.

So what does this have to do with musical history?

Not very much. But Apple is going to hammer home the message anyway. It needs music fans like us to jump on the bandwagon. In one of the three Apple Music ads (see above) we’re treated to a montage of musical formats throughout the ages, including the gramophone and the very first vinyl records, and soon afterwards the cassette tapes that allowed us to play music in our cars. It’s all so lovely and retro, until you see a record shop with a huge “closing down” sign, and the next moment, a person listening to an iPod. After that it’s just a short leap to the innovation that is Apple Music.

Does something about this seem amiss? Perhaps it’s because true musical nerds are still very much in love with the humble record store, the artwork of a record sleeve, and the thrill of discovering forgotten music. Celebrating the death of record shops in this context seems kind of brash. Whether or not Apple Music is a success, this tech giant might want to try a little harder with their advertising next time.

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