APPLE MUSIC CHAPTERS
When Apple Music set out to grow the music streaming category, Translation challenged the outdated assumption that only men were early adopters of tech.
THE CHALLENGE
In 2015, Apple Music launched at a difficult time for the subscription music category. Even though demand for music was up, people were becoming less willing to pay for it. Translation needed to change their minds in a way that showed the unique value of the service – in human terms.
THE IDEA
Translation teamed up with cultural powerhouses Taraji P. Henson, Mary J. Blige, and Kerry Washington, and brought them together on-screen to talk about life, love, and of course, music.
Importantly, the conversations organically highlighted some of
Apple Music’s key product benefits in a simple and relatable way.
THE WORK
Working with director Ava DuVernay, we created a 3-part series that captured the trio’s natural chemistry to showcase just how a perfectly custom-curated playlist could inspire happiness and spontaneity. Our “cast” of influential Black women represented a much-needed counterpoint to traditional marketing demography.
Not only did these women reflect an underrepresented audience in the category and beyond, but their genuine chemistry and relatable vibe allowed the story to transcend demographics and become universally appreciated.
THE IMPACT
The ultimate power of “Chapters” was that it leveraged three influential Black women in a way that resonated with ALL women. Translation broke the molds of traditional marketing demography, and crafted a story that was relatable, engaging, disarming and, importantly, human.