Behind Apple Music's New Brand: An Elaborate Production

Apple introduced a redesigned Apple Music brand built on its Liquid Glass design language. Rather than a simple rebrand announcement, the company released a behind-the-scenes video showcasing the production process, featuring design agency TBWA/Media Arts Lab, producer Fred again.., and a professional film crew. The production’s centerpiece was mineral oil in a specially equipped tank with a transducer that converted audio signals into ripples. The video captured the oil interacting with transparent panels displaying the new brand elements. This audio-reactive setup required significant technical coordination and specialized equipment. The project illustrates Apple’s approach to brand updates as elaborate, resource-intensive creative endeavors. By deploying high-end design talent, music producers, and custom audio-reactive technology, the company emphasizes human-directed artistic execution over more straightforward design solutions.