CLIENT:
If you subscribe to Apple Music then there's a chance you've come across one of my playlist descriptions. I was part of a team of professional music nerds hired pre-launch to compose engaging and authentic copy that would appeal to both fans and newcomers.
Challenge:
To deliver engaging descriptions to hundreds of playlists in the three month pre-launch period.
"Bristol gave birth to a movement that defined '90s Gen-X nonchalance to a tee. This minimalist hip hop rolled up downtempo breakbeats, raspy voices, and heart-tugging strings, appealing to ravers, and alt-rockers alike. The sluggish yet infinitely cool sound was triumphed by albums like Portishead's Dummy and Massive Attack's Blue Lines, which led to Tricky's solo stardom."
"Dance music became a prominent mainstream fixture during the early 90s when house and rave seeped into pop's repertoire. Everything old is new again thanks to artists like Gorgon City, Duke Dumont, Route 94 and Kiesza bringing soulful, bouncy piano breaks and larger-than-life diva vocals back to the charts and the clubs."
"You don't have to know your namaste from your jnana to enjoy this downtempo yoga soundtrack. Classic trip-hop, acid jazz and dub tunes from artists like Air, Thievery Corporation, and Boards of Canada will have you 'ahhh-ing' as you ease your way from downward dog into child's pose."