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Monday, September 21, 2015

A TEACHING MOMENT

The big winners at the Emmys Sunday night, included Game of Thrones, Veep, Jon Hamm and The Voice, but perhaps the evening’s most memorable minute was the Apple Music commercial that premiered during the three-hour-plus special. The spot, directed by Ava DuVernay, shows Scandal’s Kerry Washington, Empire’s Taraji P. Henson and Mary J. Blige watching in wonder and delight as Apple Music makes them a mixtape.

And with that, the educational phase of the campaign seemed to kicked in, just 10 days before the first wave of 90-day free trials comes to an end. (The education, in this case, still focuses on curation; for more on the need to give consumers the big picture on streaming, see our op-ed piece here.)

 
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