With Apple’s pivot to providers comes an entire new realm of promoting alternatives for convincing us to purchase these providers. It ought to come as little shock, then, that its lately introduced Apple Music Awards positive appear 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 can have 5 major classes: World Artist of the Yr, Songwriter of the Yr, Breakthrough Artist of the Yr, Album of the Yr, and Tune of the Yr. The occasion will function a dwell efficiency by teen crooner Billie Eilish, who can be the recipient of Apple’s Artist of the Yr award, plus the winner of two of the 4 remaining distinctions. That is smart 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 yr—will take dwelling Album of the Yr. Eilish can even take dwelling Songwriter of the Yr, which might 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 dwelling Apple’s Breakthrough Artist of the Yr 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 important 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 Sizzling 100 checklist. As of this writing, “Reality Hurts” nonetheless holds a spot on Apple Music’s Global Top 100 checklist.
That leaves Tune of the Yr, which can in fact go to Lil Nas X for “Previous City Highway,” which once more, will not be precisely a troublesome name contemplating it broke Billboard’s High 100 document for longest-running No. 1 track of all time earlier this yr and was the most-streamed monitor of 2019 on Apple Music, according to Apple.
The World Artist of the Yr, Songwriter of the Yr, and Breakthrough Artist of the Yr distinctions had been “hand-selected by Apple Music’s world 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 Yr and Tune of the Yr—had been based mostly on streaming information.
In different phrases, Apple’s leaning on its rising editorial items and billing itself as a form of arbiter of style whereas additionally taking part in 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 shocking. Once more, these aren’t troublesome calls to make, of us!
They do, nonetheless, current Apple with a singular advert op for reminding us about its subscription music service, simply as its lately introduced App Awards, reminds us effectively designed and good wanting 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 gadgets 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. Not less than that may make this complete factor price Apple’s hype.