Apple on Monday unveiled four additions to its Apple Music "Discovery" series, which throws a spotlight on p and coming artists, featuring musicians 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.
In its most recent ads, Apple has been pushing Apple Music's discovery features over pricing and content availability, benefits usually touted by competitors. Apple Music borrows advanced music curation functions from Beats Music, which the company assimilated with the purchase of Beats last year.
UK-based singer Flo Morrissey is up first with "If You Can't Love This All Goes Away," a heartfelt folk-style ballad. Apple's YouTube tagline reads, "Introducing artists you didn't know you couldn't live without. Discover and connect with new music and the people who make it - artists like Flo Morrissey."
Under the stage name Flying Lotus, Steven Ellison created wet beats as a DJ before entering the rap game in 2012. Fans of Cartoon Network's Adult Swim might recognize Flying Lotus' sound, as the artist has produced a number of bumper tracks for the station. "Experiment with music just like the artists do. Discover and connect with new music and the people who make it - artists like Flying Lotus," Apple says.
Soul singer Leon Bridges is scheduled to perform alongside Florence + The Machine at this year's Apple Music Festival in London. "Music curation that has as much soul as the artists themselves. Discover and connect with new music and the people who make it - artists like Leon Bridges," the tagline reads.
Shamir rounds up Apple's latest batch of Discover ads with his poppy track "Demon" off the 2015 album Ratchet. "The track you can't get out of your head is ready to get in your head. Discover and connect with new music and the people who make it - artists like Shamir," Apple writes.
With Apple Music, Apple is forging ahead with a wide ranging advertising campaign that involves everything from billboards to TV commercials. Last month, the company introduced a series of interactive posters that, when scanned into Shazam, lead to an artist's Apple Music page.