Taylor Swift has released another short video promoting Apple Music on Twitter — and there are more to come.
On April 18, Taylor Swift tweeted a link to a one-minute video captioned, “Getting ready to go out… @AppleMusic @JimmyEatWorld.” The video shows Swift scrolling through Apple Music playlist, saying, “Okay, activities…getting ready to go out. Oh my god, I love this song, we used to listen to this in middle school.” Then she jams out to Jimmy Eat World’s “The Middle,” using her lipstick as a microphone.
In an interview with Fast Company, Apple Music head of content Larry Jackson said there are more Taylor Swift videos planned, though he wouldn’t say how many.
“Our strategy is to actually roll this campaign out like we would a record.”
“Our strategy is to actually roll this campaign out like we would a record,” he said. “You release one single, it’s got a certain longevity, then the next single drops. What we’re doing here, to avoid it all fading out too soon, is using the same cadence as an album—spot comes out, hype dies down two week later, then out comes another spot, same thing happens, then drop the next one. So we’re using the same approach with spots as we would with singles.”
According to Fortune, sales of Drake’s “Jumpman” increased by 431% on iTunes after the first video dropped, and a #Gymflow playlist mentioned in the video became the fifth-most-popular Apple Music playlist worldwide. “The Middle” is expected to see a similar jump in popularity.
The ads involve a remarkable level of collaboration with the artist involved — along with Swift, singers including The Weeknd, Kenny Chesney and Mary J. Blige have also starred in Apple Music videos. Considering how viral they’ve gone, these videos could indicate the start a new type of digital advertising.
Apple Music head of content Larry Jackson explained, “Taylor Swift lives at Apple Music, Drake lives at Apple Music, with so many other artists. They use the product. This isn’t a toothpaste ad. This is a place where their ideas are carried through with respect and reverence. We want to be able to allow artists to come here and have their ideas happen in their purest form. That’s why I’m so proud of this campaign—Taylor came to us with an idea, and I protected it for dear life, because it’s that good.”
“This isn’t a toothpaste ad. This is a place where their ideas are carried through with respect and reverence.
He added, “How do we get someone’s attention who’s bombarded all day by so much media, how do we cut through the clutter and do something that isn’t just more wallpaper or elevator music, which is what a lot of ads are? Taylor had an idea that was so good, and so simple, it was tough to take it to anyone else as it wasn’t a conventional idea.”
Even if the video doesn’t catch a viewer’s attention, there are already plenty of gifs flooding the Internet as well.
What do you think of the Apple Music ads? Who would you most like to see create one? Tell us in the comments below.