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Olivia Rodrigo: ‘Brutal’ video is a Hybrid Hit iPad Extravaganza



Above: Photo Collage / Apple

#BrutalMasks created by iPad are a setup for singer’s AI reality in newest music video

The young and top chart-leading pop star of 2021, Olivia Rodrigo, has debuted her album SOUR. Her first song “brutal” on the album, first released back in May was met with 26.7 million streams its first week.

This week, the artist released her new music video for the song and, incredibly, it was produced exclusively on an Apple iPad. Incredible because of the way it turned out, showing how Apple is aggressively positioning itself, particularly with the iPad Pro, iPadOS 15 and the upcoming iPhone 13 as a full professional production option that will only get better with each software / hardware iteration.

Promotions leading up to her video had fans create their own #BrutalMasks to share on TikTok.

The 30 second video breaks down how some of the custom masks that are featured throughout the video were made with the FacePaint feature on the Procreate app using the Apple pencil.

This isn’t the first time Apple has partnered with musical celebrities, other stars that have worked alongside the company include Lady Gaga, Selena Gomez, and Billie Eilish. With the new direction in marketing and even designing updates to lean more and more towards a pro orientation, expect more major artists, as well as new upcoming ones that can benefit most from the lower cost of top flight production values to get a bump this fall. And the proliferation of creative visual and musical expression will hopefully follow…

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