Tuesday, April 29, 2003 |
18:57 - Dorkiness Sells
http://www.apple.com/music/ads/
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I somehow missed these yesterday: the new lineup of ads for the Apple Music service.
They seem to be starting from the "Switch" campaign in their look and feel, but they take it a little further; yeah, these guys are dorky (wait'll you see Nic), but that's the whole point. We're talking lovable-dorky, not annoyingly-sanctimonious-dorky.
That kid Jacob does a great Eminem impression, incidentally.
Oh, and don't forget to watch the obligatory propaganda video-- every dork you've ever known is but a cipher compared to tattooed archetypal dork Tim Robinson, who emcees the thing. (What can I say-- he sells it well.) But it's also got Bono, Wynton Marsalis, and Alanis Morrissette, weighing in on the future of music and how Apple's Way Is Good.
I wonder what Courtney Love would think of the new service? Sounds to me like just what she was hoping for.
To wit-- the biggest change that's likely to come out of a music-sales model like Apple's is that "one-hit wonders" will become a thing of the past; artists who produce mostly "filler material" will have to either start producing more quality stuff, or risk being submerged underneath-- and sidelined by-- those artists who do produce consistently.
I think that's fairly unequivocally a good thing. For the artists, the music industry, and the buyers.
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