Apple is taking us on tour again in the latest campaign of iPhone XS’ ‘Shot on iPhone’ and FKA twigs, Chai, Kacey Musgraves, Kamasi Washington, Florence and the Machine, Idles, Lizzo, Travis Scott and more are starred.
As part of the campaign, Apple has shared behind-the-scenes videos to look at concerts hosted by rock band Florence& the Machine, singer FKA twigs, and jazz saxophonist, Kamasi Washington. The mini-documentaries were shot by iPhone users, some with the help of additional hardware and software.
The documentary films are shot by music photographers and aim to provide intimate portraits of the performers both on and off the stage. The films will be available on YouTube, Apple Music and the company’s IGTV on Instagram that include 16 musicians as fully listed, FKA Twigs, Chai, Kacey Musgraves, Kamasi Washington, Florence + the Machine, Tyler, the Creator, Idles; Lizzo, Travis Scott, Tierra Whack, Leon Bridges, Skrillex, Sebastian Yatra, Jay de la Cueva, Gaye Su Akyol, and Little Big. Plus, FKA Twigs starred in the award-winning Spike Jonze HomePod ad/film Welcome Home.
Globbally running as an OOH campaign, it aims to reflect how the convenience of the iPhone camera enables each photographer to “capture the authentic emotion and exhilaration of life as a musician on tour,” says Apple.