The film opens with musician Trent Reznor describing today’s streaming landscape, where all music is at fans’ fingertips. He explains the need for a place where artists and fans can discover one another, introducing the essence of Apple MUSIC – it’s powered by people who live and breathe music while being a home for artists and a place of discovery for fans. The message is even more powerful when juxtaposed against the beautiful black & white imagery of unknown artists in candid, poignant moments. They appear unguarded, focused and honest. The film, combined with stunning out-of-home and a visual Shazam component, helped introduce consumers to these artists offering a perspective that wouldn’t come through an album release PR push or a Top 40 chart. All together, the creative pieces communicate that this new service is driven to honor the artist while encouraging true musical “discovery” for it’s users.