Apple on February 8th released a new tv commercial for the iPad Air 2 titled “Make music with iPad”. The new tv ad highlights iPad apps for musicians to create music. It features Swedish singer Elliphant, Los Angeles-based producer Gaslamp Killer, and English DJ Riton.
The ad showcases the entire process that goes into creating music, from writing the lyrics, making beats, remixing to filming the performance entirely on an iPad Air 2. Elliphant’s song “All or Nothing” was remixed specifically for this advertisement and it is estimated that Apple spent somewhere around $2 million for this.
In this ad we can see the recording artist using Pages to write lyrics and then GarageBand and Apogee Mic to record bits and pieces of audio. Then Riton, the producer makes beats using iMPC Pro and NanoStudio. DJ The Gaslamp Killer used Serato Remote to remix the song live while roaming the stage. The performance was filmed by Director So Me using a specialized lens and handheld mount with the Manual Camera app.
In order to showcase iPad’s capabilities Apple has once again chosen to show real tasks done entirely on an iPad. Instead of highlighting hardware features or camera specifications the company continues to showcase apps from the App Store to show what you can do with the device.
The ad was debuted ahead of 57th annual Grammy Awards telecast. It is also believed that Apple CEO Tim Cook and SVP of Internet Software and Services Eddy Cue were the focus of attention at a Grammy party held by record producer Clive Davis.
Apple acquired Beats Music for $3 billion, the biggest acquisition in the history of Apple. The company has been reportedly working on integrating Beats music with OS X and iOS.
Watch the new tv ad below and let us know what you think.