![]() The dancing loner, stylish, lost in her own world, white earbuds tucked safely in, grooving against bursts of vivid color. ![]() ![]() “Over time, the iPod ads began to formulate a theme which provides insight into Apple’s psychographic profile of a typical consumer. I was trying to join “the revolution.” Researcher Michael Shur at the University of St. In practicing my fist pumps while listening to “Flatheads” by The Fratellis on my iPod nano, I was trying to be the iPod Silhouette girl. ”Īnd you could imagine yourself joining the movement just by watching the ad itself: the shadowy characters, with few distinguishable features, functioned as blank canvases which anyone could insert themselves into. They beckoned ad viewers to ride the cool, vibey wave with them by buying an iPod-their tagline was quite literally, “ Join the iPod Revolution. They contacted us out of the blue about three days before we were going to play in L.A.” Whatever this process was actually like, in working primarily with unknown, independent artists, Apple signaled that their brand was a part of some trendy counterculture movement. After their song “Bruises” was selected for an iPod nano commercial, Patrick Wembley of the band Chairlift said, “We don’t really know how they picked us. In an nytimes article titled, Is Apple the Oprah for Indie Bands?, journalist Jennifer Lee writes, “Apple has earned a reputation as a tastemaker, doing for bands what Oprah Winfrey has done for books.” When it comes to how Apple’s ad executives choose their indie acts, the process seems a bit like a black box.
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