AppleInsider Staff
Apple on Tuesday posted to its YouTube channel an extended version of its most recent "Your Verse" iPad ad featuring Chinese electropop group Yaoband, which uses the tablet to gather sounds and perform on stage.
The latest iPad spot focuses on multimedia creation, with Yaoband's Luke Wang and Peter Feng discussing the impact Apple's slate has had on the group's ability to weave sounds from the Chinese landscape into their music.
Building on the original minute-long version from Tuesday, the extended clip goes in-depth to illustrate how the group uses both Apple's iPad Air and iPad mini to capture sound bytes, manipulate them and put it all together with a few apps. Specifically, Yaoband uses Native Instruments's iMaschine, Alexander Gross's Music Studio, and Akai's iMPC.
"I find music everywhere," Wang says. "iPad is how I capture it. I can take anything that inspires me and make it part of our music."
In addition to harvesting and tweaking sound, Wang employs an iPad mini to playback snippets and beats while performing, allowing him to innovate in real time. For motion-based audio output, the group's DJ and producer uses Confusionists's MIDI Designer Pro, while improvised loops and beats come from Propellerhead's Figure.
"iPad gives me the most freedom when we're on stage," he says. "I can shape our sound with body movements. I can even go out into the audience and really connect with the crowd."
Update: Apple has subsequently added a longer version of the second "Your Verse" ad from Monday, highlighting Detroit activist Jason Hall of Slow Roll.
Put together Hall as a way to reconnect the citizens of Detroit, Mich., a city left battered after the "Great Recession," Slow Roll is one of the largest group bike rides in the U.S. According to the video, at its height, Slow Roll had some 1,700 participants in the summer of 2013 and this season is expected to be even bigger with 2,000 people already signed up.
Hall uses his iPad with a handful of apps — Prezi, Penultimate, Zello Walkie Talkie and Phoster — to conduct operations like map planning, poster creation and communication.
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8 Comments
Seems more like a Beats ad than an Apple ad.
I didn't even bother to watch it.
What I want to see are kids using the iPads is awesome ways.
Nice features, one app at the time. Quality software indeed, but the obvious limitations of the IOS will keep the android camp happy.
But:
Can I download any mp3 with my browser in case my friend does not want to share it on soundcloud or any other service of that kind? -No
Could I use that mp3 as a ringtone without jumping hoops (without using a computer)? -No
Are there parental controls with limitations of usage time? -No
Can you assign user accounts to an IOS device? -No, buy everyone their own IOS device -> really expensive.
Can you even restrict access to certain folders on IOS devices? -No -> buy everyone their own IOS device -> really expensive.
Can you use two apps simultaneously with a split-screen? -No. Rumors tell that IOS 8.0 might support that.
How about NFC, it's really handy in Europe? -No. Because it's not yet popular in America or perhaps just in Cupertino.
Can I share any file with any app with cross-platform devices over bluetooth or wi-fi? -No.
Can I choose default apps for opening files? -No.
Can I use free off-line maps of the world? -Not yet.
Can I attach any file from any app to an e-mail? -No.
Do I have a commonly shared file structure between apps? -No.
Speed-dialing from the home-screen? -No.
There are some other features missing from the IOS, but I'm too frustrated to mention them. Apple does make beautiful hardware, but it does not compensate the IOS shortcomings. I have been using Apple products for years but I'm starting to regret buying my iPad Air. I feel like I'm waking slowly up to the reality.
Neat little video, I really enjoy using my iPad for music creation as well. I'm hoping Apple will start to see the advantages of allowing more then one music app run at the same time and in the background. Till then though AudioBus 2 has been a God send.
Love the ads, but if you watch closely there's a lot of expensive production value in those things; camera booms, stabilizers, and the still photography is definitely coming from high-end pro equipment, not an iPhone camera. It is getting to be a bit too over-the-top. For instance that still photo of the band all plunged in and practicing on a sandy beach? Who's going to really do that? You're going to get sand in everything and ruin your equipment!! But it makes for a good photo......and great ads! Yet to me it is becoming a bit like a dumb trophy wife. Even if these ads depict real uses of the iPad they're all a bit too beautify and a bit too fake for my tastes.