Olivia Rodrigo’s “brutal” shows power and potential of Apple

Olivia Rodrigo is the most well-liked pop star in America this yr, with a blockbuster debut album SOUR and an enormous social media following that led President Biden to invite the 18-year-old to the White House to assist persuade younger individuals to get a COVID vaccine. Again in Might, the track “brutal” was the primary single to debut atop Billboard’s Scorching Rock & Different Songs chart since Taylor Swift’s “cardigan,” with 26.7 million U.S. streams in its first week.

This week, Rodrigo dropped the video for “brutal,” which Vogue called an “ode to Y2K magnificence.” Nevertheless it’s additionally an ode to one thing else: Apple. Directed by Petra Collins, the video options “brutal” masks made on an iPad with the FacePaint function on the Procreate app—all which Apple highlights in a brand new 30-second spot. This isn’t your run-of-the-mill movie star tie-in or product placement. That is simply the following step in how Apple is ready to showcase the extraordinary power of its model to the touch each piece of popular culture, from the place we take heed to music (Apple Music), to taking pictures movies, and now even the enjoyable options inside these movies.

This isn’t the primary time Apple is touting its involvement within the video, both. Earlier this month, it was encouraging TikTok customers to create their very own #BrutalMasks.



make #BrutalMasks with iPad and Procreate. #MadeOniPad @fiona_art

♬ brutal – Olivia Rodrigo

Apple’s now-familiar product demo-based advert marketing campaign began with “Shot on iPhone” back in 2015. In it, user-generated pictures and movies cleverly illustrated the artistic capabilities of Apple units. That very same yr, Apple launched its music streaming platform Apple Music, and started utilizing high artists like Taylor Swift and Drake to hype it. In 2016, Apple Music head of content material Larry Jackson instructed Quick Firm his purpose was to make Apple Music a clubhouse the place nice artists collect, together with in its model advertising. A Taylor Swift advert that includes “Jumpman” by Drake and Future coincided with a week-long Apple Music unique on that Drake and Future album. Earlier than lengthy, “Shot on iPhone” expanded to tie in with Apple Music and movies for artists like Selena Gomez’s “Lose You to Love Me” in 2019, and Woman Gaga’s “Stupid Love” final yr.

With Rodrigo, Apple has taken issues a step additional. Right here we’ve an promoting triple play, selling the iPad, Apple Music, and the FacePaint function abruptly. It’s an unusually succinct portrait of simply how pervasive Apple has change into within the leisure we eat. Apple instruments are used to create the content material we eat on Apple units, but additionally used to create the promoting for each the content material and the units. There’s virtually no half in that equation untouched by the model.

In that sense “brutal” might also be teasing what’s to return. Final yr, Oscar-winner Damien Chazelle’s nine-minute quick movie “The Stunt Double” confirmed off ‌iPhone‌ options like prolonged dynamic vary, video stabilization, and the ultra-wide-angle lens—all issues commonplace on the iPhone 11 Professional—served up in a surreal journey by way of silent movie, Westerns, motion flicks, musicals, romance, and extra. It’s not an enormous leap to think about quickly an unique Apple+ present or film getting used as a extra holistic promoting alternative. Which is to say: When the trailer for Foundation season three drops in a number of years, don’t be stunned if it ends with a well-recognized tagline: Made on iPad.