The idea was to turn the iconic music note into a dynamic canvas where we could capture each artist's unique identity, genres, exclusive content or related cultural moment, transcending musical tastes and speaking to all audiences of the whole spectrum in the musical universe.

By placing the note (icon) front and center in its communications, the campaign is designed to offer music fans across the globe with a symbol that‘s visually immediate and distinct: A brand mark that doubles as a destination. Each note will celebrate the talent, exclusive content, and diverse musical moments from across Apple Music to through, symbolizing a gateway to music discovery for music fans, wherever they may be listening.

The campaign yielded 852 assets across digital, OOH, print and broadcast, supporting 13 markets, and generating 92.3M+ views and 2.7M clicks through to Apple Music. Artists included Sam Smith, Louane, Robin Schulz, CRO, Charlotte Gainsbourg, Arcade Fire, Bob Dylan, Dr Dre, Drake, Eminem, FKA Twigs, Fleetwood Mac, Flume, Halsey, Harry Styles, Kendrick Lamar, Kesha, Lorde, Metallica, Queens of the Stone Age, Sia, St Vincent, Travis Scott, and more; in addition 30+ notes representing the exclusive Playlists and Radio stations unique to platform.