TBWA/MAL Chronicles Journey of Sound to Hype Apple’s Music Service

By Kiran Aditham 

In the wake of keynote presentations and exaltation from the likes of Drake, Interscope/Beats man Jimmy Iovine and Trent Reznor (who provides VO on this product demo video) at its Worldwide Developers Conference this week, Apple unveiled this spot to further hype its newest product: a streaming music service.

Created by longtime agency partner TBWA/Media Arts Lab, the :60 film aptly titled “History of Sound” takes us on a 127-year journey beginning with the days of the gramophone and veering into the era of turntables, 8-track tapes and ultimately digital downloading. Thankfully, the Apple Music branding is merely an afterthought in this spot, which is buoyed by hypnotic percussion as it leads viewers through various moments in pop music history including everyone from hippies to punk-rockers to beatheads.


The “History of Sound” sound spot seems to echo earlier WWDC proclamations that Apple Music is something revolutionary, though critics were quick to bring up Spotify and even Tidal comparisons after the announcement. Regardless, Apple Music is launching on June 30 and it will run $9.99/month (or $14.99 for the family pack). You can get the full rundown of the service here or pretty much anywhere else on the internet.