Apple Inc

Apple Inc – Apple Music
Digital Services Awareness Initiative

Spark
I identified process innovations to drive adoption, deepen user engagement and functional understanding of the Apple Music digital streaming service, leveraging a decade of insight into the brand’s evolution and changes in music consumption.

Apple Music evolved from iTunes media player, library and MDM, shifted Apple’s role from digital distributor to cultural tastemaker through editorial, artist partnerships, and experiential content.

Challenge
To increase Apple Music awareness and engagement metrics through in-store discovery, and driving cultural behaviours that connect music, creativity, and education in tandem supporting ‘Today at Apple’ growth goals.

Approach
Partnered with Apple Music’s UK&I leadership and co-founder Jimmy Iovine to position Apple Music’s unique features and cultural authority with younger audiences. Leveraged the brand’s roots in music innovation through the cultural credibility of Jimmy Iovine and Dr. Dre, driving reappraisal among new listeners. Led a 30-person team, deploying qualitative and quantitative insights, in-store activations, and internal comms to execute at pace.

Results
Increased Apple Music awareness metrics by 50% in 6 months achieving the highest figure in United Kingdom & Ireland since the service platform launch. The champion team increased from 15 to 35 live demo sessions a week influencing music session attendance for Apple Music priority events. In support of innovation, I fostered more collaboration between retail and corporate stakeholder support.