Apple’s “Your Verse” ad line has been consistent in making a good impression, but this new version featuring classical music composer and conductor Esa-Pekka is something else.
Esa-Pekka Salonen is a Finnish composer and conductor and is currently the Principal Conductor and Artistic Advisor of the Philharmonia Orchestra in London and Conductor Laureate of the Los Angeles Philharmonic. He is known for his efforts to make classical music more accessible to a wider audience.
I suppose that it is not far from the truth if I say that classical music has taken a backstage to pop music when it comes to popularity, and that, on the other hand, there is no lack of classical music snobs. Yet it is music, something for everyone to enjoy, no matter one’s background.
This is the message of Esa-Pekka, and his passion for his work shines through this new Apple ad, which is not merely a marketing stunt. According to Alex Ross of The New Yorker, Esa-Pekka is a true blue Apple enthusiast. He actually uses his iPad in relation to his work, and guess what? He and his colleagues have developed The Orchestra, an app which introduces the user to the wonderful world of classical music – and how it works:
The Orchestra is an extraordinary new app from Touch Press that will delight anyone with even a passing interest in classical music. Esa-Pekka Salonen conducts the world-renowned Philharmonia performing extended extracts from eight works representing three centuries of symphonic music. The app allows real-time selection of multiple video and audio tracks, along with an automatically synchronised score and dynamic graphical note-by-note visualisation of each piece as it is played. The result is an immersive environment for exploring the music and all the instruments of the orchestra.
• Haydn: Symphony No 6
• Beethoven: Symphony No 5
• Berlioz: Symphony Fantastique
• Debussy: Prélude à l’après midi d’un faune
• Mahler: Symphony No 6
• Stravinsky: The Firebird
• Lutos?awski: Concerto for Orchestra
• Salonen: Violin Concerto
If you haven’t heard of Esa-Pekka, and you’re wondering what I’m all about, watch the new Apple ad, and you’ll understand.