Taylor Swift and Apple Music were frenemies last year, but the gadget giant’s subscription music service has since won the pop star over, and now has her dancing with glee in an effort to woo more customers.
On Monday, Swift shared her second ad promoting the $10-a-month subscription streaming service that Apple is advancing as a rival to the market leader Spotify.
Channeling some of the cheesy moves from her “Shake It Off” music video released last year, Swift selects a playlist from Apple Music’s Activities section and then jumps around lip syncing and dancing to Jimmy Eat World’s hit “The Middle” — a rock song that was popular when she was in middle school.
It doesn’t quite live up to the surprise appeal of her first Apple Music commercial, in which she face plants off a treadmill after getting caught up in what the ad called “distractingly good” tunes.
It isn’t clear if Swifts latest ad will be online promotion or something Apple turns into a television campaign.
Apple and Swift have been BFFs since burying a hatchet over artists payments during the service’s three-month free trials last year. As the company was ramping up its launch of Apple Music, Swift threatened to withhold her album “1989” from the service because the company’s deals wouldn’t pay artists, writers or producers for listening during three-month trials. Apple quickly capitulated and reversed the policy, and the two have been cozy ever since.
In addition to Switft’s two ads for Apple, a concert documentary about her latest world tour streams exclusively on Apple Music.