Right now, a lot of the discussion of Apple’s original video content focuses on the drama series it is developing. But Apple’s not abandoning its focus on creating videos to promote Apple Music musicians — as a pair of new teaser trailers make clear.
The short teasers are for an upcoming documentary to coincide with Chris, artist Héloïse Letissier’s second album as Christine and The Queens. Check them out below.
— Christ̵i̵n̵e̵ ̵a̵n̵d̵ ̵t̵h̵e̵ ̵q̵u̵e̵e̵n̵s̵ (@QueensChristine) September 4, 2018
Titled “Apple Music Presents: Chris,” the short film will, “shed light on the creation of the new record, as well as Letissier’s views on femininity and queerness.” The documentary will debut worldwide on Apple Music on September 14, one day after premiering in Paris. The album will then be available on Apple Music, alongside other streaming services, on September 21.
This isn’t the first time Apple has used its platform to showcase videos dedicated to promoting musicians. In the past, Apple has produced in-house music videos for top-name artists such as Drake, Eminem and Pharrell, among others. It has also created or acquired documentaries about famous musical acts.
What is interesting about Letissier’s video is that it shows Apple putting its marketing weight behind an artist who is not a big name in the U.S.
— Christ̵i̵n̵e̵ ̵a̵n̵d̵ ̵t̵h̵e̵ ̵q̵u̵e̵e̵n̵s̵ (@QueensChristine) September 3, 2018
Apple has previously helped break artists by featuring their music in commercials, which has helped drive sales. It has also featured up-and-coming acts on its (now abandoned) Apple Music Festival. If Apple is able to use Apple Music to give Héloïse Letissier a big exposure boost to U.S. audiences, it’s a great advertisement that could net Apple more artist exclusives in the future.
It follows on from Apple Music adding a new “Music Videos” section in the streaming services’s app. This curated section features both new videos and also artist and region-specific highlights.