Apple Music shows how its new look was made with real-world sound and film

In short: Apple Music has a new brand identity, and Apple is highlighting the hands-on, physical process it used to create the visuals.

What's going on

Apple has revealed a new look for Apple Music, including updated visuals that match the company’s newer design style. Alongside the rebrand, Apple posted a short behind the scenes video on YouTube showing how parts of the new imagery were created.

The video shows Apple and its partners using a real set with cameras, lighting, and printed versions of the Apple Music branding on clear panels. The team also used a tank of mineral oil and a device called a transducer, which turns sound into vibrations. Those vibrations made ripples in the oil, and Apple filmed the results, kind of like photographing water waves after you tap the side of a glass.

According to Ars Technica, the production involved the design agency TBWA/Media Arts Lab and music producer Fred again.. The final video and images were later cleaned up with editing, but the starting point was physical footage captured in the real world.

What to watch

This comes as more images and videos online are made with generative AI, meaning software that can create pictures from a written prompt. As that becomes harder to spot, some brands may place more emphasis on showing proof of how their work was made, including more behind the scenes material that points to real people and real production methods.

Source: Arstechnica