With Apple’s pivot to providers comes a complete new realm of promoting alternatives for convincing us to purchase these providers. It ought to come as little shock, then, that its not too long ago introduced Apple Music Awards certain seem to be simply that: an advert.
Apple announced Monday that its Apple Music Awards might be held Wednesday on the Steve Jobs Theater in Cupertino (the place else) and could have 5 main classes: World Artist of the 12 months, Songwriter of the 12 months, Breakthrough Artist of the 12 months, Album of the 12 months, and Music of the 12 months. The occasion will function a reside efficiency by teen crooner Billie Eilish, who can be the recipient of Apple’s Artist of the 12 months award, plus the winner of two of the 4 remaining distinctions. That is sensible when Apple explains the way it arrived at that call.
Eilish’s WHEN WE FALL ASLEEP, WHERE DO WE GO?—which additionally occurred to be Apple Music’s most-streamed album of the 12 months—will take residence Album of the 12 months. Eilish will even take residence Songwriter of the 12 months, which might be collectively awarded to Eilish and her brother Finneas O’Connell—recognized by the stage title FINNEAS—who helped produce and write the album. That leaves two remaining classes and little room for error on Apple’s half.
Flutist, rapper, dancer, and veritable nationwide treasure Lizzo will take residence Apple’s Breakthrough Artist of the 12 months distinction—and deservedly so. Give Lizzo each single award, to be clear. However this, too, is a transparent and uncontroversial name on Apple’s half. Her single “Reality Hurts” off the album Cuz I Love You was not solely a crucial sensation however shattered data, together with by turning into the longest-running track by a solo feminine rapper to carry the No. 1 spot on the Billboard Scorching 100 listing. As of this writing, “Reality Hurts” nonetheless holds a spot on Apple Music’s Global Top 100 listing.
That leaves Music of the 12 months, which is able to in fact go to Lil Nas X for “Previous City Highway,” which once more, will not be precisely a tricky name contemplating it broke Billboard’s High 100 document for longest-running No. 1 track of all time earlier this 12 months and was the most-streamed monitor of 2019 on Apple Music, according to Apple.
The World Artist of the 12 months, Songwriter of the 12 months, and Breakthrough Artist of the 12 months distinctions had been “hand-selected by Apple Music’s international editorial crew of specialists and tastemakers and given to artists who’ve true ardour for his or her craft, who boldly defy conventions within the class and who embody a way of humanity, the place listeners are drawn as a lot to who they’re as to their music,” the corporate mentioned. The opposite two—Album of the 12 months and Music of the 12 months—had been primarily based on streaming knowledge.
In different phrases, Apple’s leaning on its rising editorial models and billing itself as a type of arbiter of style whereas additionally enjoying the identical bizarre numbers recreation as each different awards present or ceremony. The issue with that’s that none of its winners are all that stunning. Once more, these usually are not tough calls to make, of us!
They do, nonetheless, current Apple with a novel advert op for reminding us about its subscription music service, simply as its not too long ago introduced App Awards, reminds us nicely designed and good trying apps can nonetheless be discovered on the App Retailer. Hell, even the bodily award itself is an advert for Apple merchandise. Apple mentioned in its press launch that “the identical chips which energy the gadgets that put the world’s music at your fingertips sit on the very coronary heart of the Apple Music Awards.”
Possibly we’ll get a shock efficiency from Lizzo on Wednesday. A minimum of that might make this complete factor price Apple’s hype.