Ahead of the 2015 Emmy Awards, Apple Music releases part one of their three-part campaign “Chapters” featuring Mary J. Blige, Kerry Washington, and Emmy-nominated Taraji P. Henson, three women often recognized for their powerfully influential personalities on and off the screen. “Chapters” invites you to hang out with these inspiring ladies as they use Apple Music to unwind and enjoy their day in together -- reflecting, dancing, laughing, and dishing about love.

We believe that today’s consumer can no longer be defined by traditional marketing segmentation. With Apple Music's "Chapters," we decided to leverage three powerfully influential Black women in a narrative that resonated with not just Black women, but women at large. Debuting at the 2015 Emmy Awards, "Chapters" dominated the cultural conversation following its launch. The campaign succeeds in walking the fine line between authenticity and exclusivity, resulting in a story that is both targeted and profoundly universal in