Apple Music
— Social Management
Humanizing a streaming service through the voices of music’s top artists.
Overview
As Apple Music’s social partner, we concepted and produced artist-first content for both owned and artist social channels. We developed campaigns for some of the most influential artists in the world to drive listenership around album releases and cultural moments.
The most important requirement was ensuring the content was authentic to the artists.
Pusha T told us about the risks he took to make the album of the year.
We visited Billie Eilish at her parent’s home and used her actual tweets as our interview prompts.
For each artist campaign, our responsibility was to live at the intersection of artist insights, subcultures, social trends, and fandoms to ensure the highest level of authenticity. We developed social concepts for artist single and album launches and cultural moments like the Grammys and Apple Music Awards.
We took Meek Mill to a boxing gym in his hometown of Philly and asked him what it took to be a “Champion.”
1 / We captured poetry in motion in Compton like Kendrick’s album did.
2 / We animated a story of Schoolboy Q playing golf with George Lopez.
3 / Dr. Dre and Jimmy Iovine gave the inside scoop behind Dre’s biggest albums.
We gave Schoolboy Q a baseball bat and a bunch of sh*t to break while he talked about his upcoming album, Crashtalk.
1 / We created a 3D Roller Coaster through Travis Scott’s mind.
2 / We illustrated the crazy story behind Anderson Paak’s hit Bubblin.
3 / We flew through an alternate dimension with Lil Uzi Vert.
To add value to our audience, we gave consumers of Apple Music access to artist stories they couldn’t anywhere else. We conducted unconventional interviews and shot the artists in settings that were true to them.
Convincing Gen Z to change their laundry habits - one person at a time.
Showcase the infinite possibilities of Publix BOGOs.