Apple has debuted four new additions to its “Discovery” series of ads promoting its Apple Music streaming service. The ads spotlight up and coming artists, including Flo Morrissey, Leon Bridges, Flying Lotus and Shamir.
Like the first Discovery spots aired in August, the new commercials give lesser known acts a huge platform to share their art, while at the same time promoting Apple Music’s ability to surface new music.
The first ad features UK singer Flo Morrissey, who will appear at this month’s Apple Music Festival in London, performing “If You Can’t Love This All Goes Away,” a folk-style ballad.
The second ad features Flying Lotus (Steven Ellison), who was a DJ before becoming a rapper in 2012. Interestingly enough, Flying Lotus is using an older style MacBook Pro with a Superdrive. (Thanks, Hot Chocolate! (@ekhotchocolate))
Ad number 3 features Leon Bridges, who is also scheduled to perform at this year’s Apple Music Festival in London.
The final Apple Music ad centers on Shamir, and his track, “Demon” off the 2015 album Ratchet.
The new ads continue a wide-ranging promotional effort for Apple’s new music service. Previous efforts have included billboards and television commercials, as well as a series of interactive posters that can be scanned in Shazam, and take the user to the artist’s Apple Music page.