Apple Music
Chapters

  • Brand Strategy
  • Broadcast
  • Communications Planning
  • Influencer Curation/Casting

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 really showed the unique value of the service — in human terms.

The Idea

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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 group’s natural chemistry to showcase just how a perfect, custom-curated playlist could inspire happiness and spontaneity. Our “cast” of powerfully 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 cross demographics and become universally appreciated.
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  • Who needs a boyfriend when Apple Music can make you the perfect playlist?! (no cassette player required)

  • See what songs make Taraji, Kerry, and Mary break it down in the kitchen.

  • You better believe Taraji's breakup anthem is “I Will Survive”!

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.

Top 10

The series was included in The Guardian’s Top 10 Moments from the 2016 Emmys.

11 Million

New subscribers by the end of the campaign, making Apple Music the fastest-growing music subscription service.

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

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NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

NFL —
For the Future of Football

NFL —
For the Future of Football

To attract a new generation of players and fans, Translation brought to life the social benefits of football, and challenged kids to discover what they can learn from the game, and about themselves.

Get in
touch
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