Three films focus on FKA Twigs, Florence + The Machine and Kamasi Washington, while other musicians feature in OOH
This summer, as music lovers around the world avidly follow the latest music videos, albums and concerts from their favourite artists, Apple is bringing fans closer to the artists they love with an intimate look at life on tour in its latest Shot on iPhone campaign.
Launching today, 'Shot on iPhone - On Tour' features 16 of the world’s most fascinating headliners in a new global OOH show and digital gallery, all shot on iPhone. Captured by renowned music photographers, many of whom have close relationships with the artists, each image highlights an intimate viewpoint that reflects the blood, sweat and tears that go into a live performance, what it looks like from the artist’s point of view while on stage and what it feels like right after. From Lizzo to Travis Scott to Kacey Musgraves, the campaign features imagery from a variety of music genres, portraying each artist from a unique point of view on and off stage. The convenience of the iPhone camera enables each photographer to capture the authentic emotion and exhilaration of life as a musician on tour.
In addition to the OOH show, Apple has also released three mini concert documentaries spotlighting Florence + the Machine, FKA twigs and Kamasi Washington, all shot on iPhone XS. The films will be available on YouTube, Apple Music and @Apple IGTV.
The full campaign includes an eclectic mix of musical talent including: