Apple Music: Chapters

Apple Music launched at a very challenging time for the subscription music category. Although the demand for music was up, we needed to translate the true emotional touchpoint and values of a paying subscription.

By teaming up with cultural powerhouses Taraji P. Henson, Mary J. Blige, and Kerry Washington, we were able to successfully capture the organic conversation around life, love, and, of course, music. The goal was to align the core of Apple Music’s key benefits with real conversation, making them simple and relatable.

With direction by Ava DuVernay, we created a 3-part series that captured the group’s natural chemistry to showcase how a perfect, custom-curated playlist could inspire happiness and spontaneity. Our “cast” of powerfully influential Black women represented a much-needed counterpoint to traditional marketing demography. Not only did these women reflect an underrepresented audience (in the category and beyond), but their genuinely relatable vibe allowed the story to cross demographics and become universally appreciated. The most impactful part of “Chapters” was that it leveraged three influential Black women in a way that resonated with all women, with its strategic debut during the 67th annual Emmy Awards, which resulted in overwhelming support on social media.