Percussa micro super signal processor

We face a challenge in the music technology community. Underlined by a century in which music creation was seen by some as the privilege of a few, in the studio world, and mass music was about records and radio, people might claim music making is niche. It’s seen by those onlookers as the domain of specialists, techies – a weird overlap of superstars and nerds.

But some of us believe that musical expression as as essential as singing, and the tools matter just as much.

You don’t see much music technology in Apple’s latest ad. I think it might be a new record or near-record for the absence of screen time for Apple’s products. But what you do see is unquestionably creation, not consumption. There are subtle hints to every aspect of musical practice – guitar songbooks, multitrack recording, sharing.

And the video, a follow-up to last year’s Creative Arts Emmy winner, goes beyond the technology. It’s about why we make music – reaching other people.

It’s meaningful that a multibillion-dollar company would see making music as a core part of its mission, as the essential value to some of the most successful consumer products in history. Recently, I noted via Twitter that Apple’s own Logic Pro climbs to the top of the paid charts on their App Store – notable not so much because it’s an Apple product as it’s a music product.

Apple’s holiday campaign links to a variety of music app, a nice Christmas present for the developers featured. They show GarageBand, of course, but also include Propellerhead’s innovative Take vocal app, a tool that remembers that, for many people, music is about singing or playing an instrument and not just editing beats on a timeline. There’s also a beautiful app called Chord! that presents scales and chords in a gorgeous, luxurious format. And there’s the fun Sing!Karaoke from Smule, the rare superstar breakout developer that found a way to take music technology prowess and bring it to a mass market.

Now, whether or not you own a single Apple product, there’s a lesson here, about how important music is to one of the world’s biggest companies – and, much more importantly, how to tell the story about what music is to the general public. It’s a reason for the season.