Apple debuted a new two-part Apple Music ad featuring The Weeknd during the 2015 MTV VMAs on Sunday night. The one-minute spots show The Weeknd walking backstage after performing at the MVAs, getting into a limo driven by actor John Travolta and listening to Beats 1 Radio while scrolling through his artist page on Apple Music Connect.
The Weeknd then arrives at an MVAs afterparty with his single „The Hills“ playing and shuffles through additional songs from an Apple Music playlist, followed by the tagline „It’s all in your head. Create your own party. Unlimited music for $9.99.“
The Weeknd was one of the most played artists on Beats 1 since the radio station went live on June 30, alongside Drake, Disclosure, Fetty Wap, Jamie xx, A$AP Rocky, Years & Years, Kendrick Lamar, Tame Impala and Major Lazer.
Apple launched a worldwide advertising campaign for its new streaming music service earlier this month, with billboards, posters and other signage appearing in cities including Los Angeles, New York, San Francisco, Tokyo, Toronto and Mexico City. Later in August, Apple released three artist-focused Apple Music ads starring James Bay and Kygo.