Apple Music, Sonos tout partnership with all-star 'music makes it home' TV spot

With Apple Music finally available on Sonos's connected speaker systems, the two firms are working together to get the word out with a new television ad featuring Killer Mike, The National's Matt Berninger, and St. Vincent.

Throughout the minute-long spot — which debuted during Monday night's Grammy Awards — the stars take turns extolling music's ability to liven up a home. Killer Mike thinks that a home without music feels "dead"; Berninger says a silent space "doesn't feel like a creative place."

"Turning on music in your house is almost like turning on the lights in your house," St. Vincent adds.

"Silence is the enemy of a happy home."
Well said @killermike. @AppleMusic, now on @Sonos.https://t.co/mjLmIi8T1w https://t.co/5K3T3aZQPT
— Apple Music (@AppleMusic) February 16, 2016

The voiceovers are accompanied by scenes of the performers and their families having fun, unsurprisingly, at home. Mura Masa's When U Need Me backs the second half of the spot.

Apple is ordinarily loathe to share its spotlight with other brands, making this a somewhat unusual marketing collaboration. It remains to be seen whether this marks a turning point in Apple's advertising strategy or is simply a one-off joint effort between complementary products.

9 Comments

airmanchairman 358 comments · 15 Years

About 8 years ago

Big implications here, hidden for now...
By that, I mean the next series of adverts will inevitably show the obligatory celebrity or two coming home and using Siri in every room via Sonos, in unusually cool ways.
And by the time it ships, Siri will be waiting with some very catty responses to "Alexa..." just to ram the point home.
Geddit now?

rolandg 573 comments · 23 Years

So they totally gave up in AirPlay... Bummer :(

tylerd 33 comments · 13 Years

airmanchairman said:

Big implications here, hidden for now...
By that, I mean the next series of adverts will inevitably show the obligatory celebrity or two coming home and using Siri in every room via Sonos, in unusually cool ways.
And by the time it ships, Siri will be waiting with some very catty responses to "Alexa..." just to ram the point home.
Geddit now?

Clever idea. I've been wondering for a while if Sonos was a good acquisition target for Apple. And with Apple's latest mantra on embracing Android...