Apple debuted its latest iPad commercial ahead of the Grammy Awards last night, and fittingly, it’s all about music. Entitled “Make Music with iPad,” the one-minute clip features appearances from famous artists who use Apple’s device to create new tunes on the go.
Some of those artists include Swedish singer Elliphant, Los Angeles-based producer Gaslamp Killer, and English DJ Riton — all of which can be seen using Apple’s hardware with apps like GarageBand, iMPC Pro, and Serato Remote to remix Elliphant’s “All or Nothing.”
The ad is part of Apple’s “Change” campaign, which aims to showcase how its devices are changing people’s lives around the world. It is believed to have cost Apple around $2 million to make and air during the Grammys, MacRumors reports.
“iPad is changing how we live, work, and create more and more each day,” reads Apple’s accompanying webpage. “For recording artist Elliphant, it’s liberating her to make music in a radical new way. And whether she’s writing lyrics at home or recording on the road, iPad has become an essential part of her process.”
The webpage also lists the other artists featured in the ad, and the apps that are used to write lyrics, make beats, remix audio, and film the performance.