With Apple’s pivot to companies comes an entire new realm of promoting alternatives for convincing us to purchase these companies. 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 shall be held Wednesday on the Steve Jobs Theater in Cupertino (the place else) and could have 5 major classes: World Artist of the 12 months, Songwriter of the 12 months, Breakthrough Artist of the 12 months, Album of the 12 months, and Track of the 12 months. The occasion will characteristic a dwell efficiency by teen crooner Billie Eilish, who can also 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 house Album of the 12 months. Eilish can even take house Songwriter of the 12 months, which shall be collectively awarded to Eilish and her brother Finneas O’Connell—identified by the stage identify 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 house 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 information, together with by changing 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 Track of the 12 months, which is able to after all go to Lil Nas X for “Previous City Highway,” which once more, just isn’t precisely a troublesome 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 observe 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 have been “hand-selected by Apple Music’s international editorial workforce of consultants 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 stated. The opposite two—Album of the 12 months and Track of the 12 months—have been based mostly on streaming knowledge.
In different phrases, Apple’s leaning on its rising editorial items and billing itself as a type of arbiter of style whereas additionally taking part in the identical bizarre numbers sport as each different awards present or ceremony. The issue with that’s that none of its winners are all that stunning. Once more, these will not be 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 effectively 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 stated in its press launch that “the identical chips which energy the units that put the world’s music at your fingertips sit on the very coronary heart of the Apple Music Awards.”
Perhaps we’ll get a shock efficiency from Lizzo on Wednesday. At the least that will make this entire factor value Apple’s hype.