With Apple ’s pivot man to services come up a whole new region of advertising opportunities for convincing us to buy those services . It should add up as small surprisal , then , that its recently announced Apple Music Awards sure enough seem like just that : an advertizement .
AppleannouncedMonday that its Apple Music Awards will be hold Wednesday at the Steve Jobs Theater in Cupertino ( where else ) and will have five primary categories : Global Artist of the Year , Songwriter of the Year , Breakthrough Artist of the Year , Album of the Year , and Song of the Year . The event will feature a lively performance by teen balladeer Billie Eilish , who is also the recipient of Apple ’s Artist of the Year honour , plus the success of two of the four rest distinctions . That pass water sense when Apple excuse how it go far at that decision .
Eilish ’s WHEN WE FALL ASLEEP , WHERE DO WE GO?—which also go on to be Apple Music ’s most - streamed album of the year — will take home Album of the Year . Eilish will also take home Songwriter of the Year , which will be jointly awarded to Eilish and her brother Finneas O’Connell — make love by the stage name FINNEAS — who aid produce and write the record album . That leaves two remaining class and petty room for error on Apple ’s part .
Image: JOSH EDELSON/AFP (Getty)
Flutist , rapper , dancer , and veritable home treasure Lizzo will take home Apple ’s Breakthrough Artist of the Year eminence — and deservedly so . Give Lizzo every single award , to be clear . But this , too , is a clear and noncontroversial call on Apple ’s part . Her single “ Truth Hurts ” off the album Cuz I Love You was not only a critical sensation but tattered records , include by becoming thelongest - running trackby a solo female rapper to hold the No . 1 maculation on the Billboard Hot 100 list . As of this writing , “ Truth Hurts ” still holds a spot on Apple Music’sGlobal Top 100list .
That leaves Song of the Year , which will of course go to Lil Nas X for “ Old Town Road , ” which again , is not exactly a tough call study it broke Billboard ’s Top 100 criminal record forlongest - hightail it No . 1 cart track of all timeearlier this year and was the most - streamed cut of 2019 on Apple Music , according to Apple .
The Global Artist of the Year , Songwriter of the Year , and Breakthrough Artist of the Year distinction were “ handwriting - selected by Apple Music ’s global editorial squad of experts and tastemakers and given to artists who have honest passion for their guile , who boldly dare conventions in the family and who embody a sensation of mankind , where attender are drawn as much to who they are as to their medicine , ” the company said . The other two — Album of the Year and Song of the Year — were ground on streaming information .
The center of the award is a wafer of the silicon used to make iPhone processors.Photo: Apple
In other words , Apple ’s leaning on its growing editorial units and bill itself as a sort of arbiter of taste while also playing the same weird numbers biz as every other award show or observance . The trouble with that is that none of its achiever are all that surprising . Again , these are not difficult song to make , folks !
They do , however , present Apple with a unique ad op for remind us about its subscription euphony service , just as its recently announcedApp Awards , prompt us well design and good looking apps can still be found on the App Store . perdition , even the physical award itself is an ad for Apple products . Apple said in its press release that “ the same chips which power the equipment that put the universe ’s euphony at your fingertips sit at the very spunk of the Apple Music Awards . ”
mayhap we ’ll get a surprisal performance from Lizzo on Wednesday . At least that would make this whole thing deserving Apple ’s hype .
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