The iTunes Era
The Problem
In recent years, discourse over Apple Music vs Spotify subscriptions has increased.
Despite Apple Music’s steady revenue growth, it struggles to resonate culturally with Gen Z, only capturing 14% of U.S. music streamers, far behind Spotify’s 35%. In a hyper-competitive streaming market, Apple Music lacks a distinctive cultural edge that emotionally connects with younger audiences. Or have they just been ignoring their strength all along..?
Music Services January 2024
The Target
Digital Natives: 18-28
Core Traits:
Nostalgia-Driven: Craving early 2000s aesthetics and tech for emotional comfort and retro cool factor.
Selectively Offline: Grew up with smartphones but are now intentionally seeking ways to disconnect (ex, MP3 players, flip phones, and film cameras).
Music-Obsessed: Use music for identity, emotional regulation, and social connection — but want curation and exclusivity, not endless choice.
Trendsetters: Heavy users of TikTok, Instagram, and YouTube — influence fashion, music, and tech trends.
Experience-First: Value limited drops, pop-ups, and physical events that offer “you had to be there” moments they can share online. (fomo)
The Solution
To address the cultural disconnect and declining relevance of Apple Music among Gen Z audiences, we propose reviving the iconic iPod nano (5th Generation) as a limited-edition, nostalgia-driven experience that bridges Apple’s legacy with its streaming future.
Originally released in 2009, the nano 5th Gen wasn’t just a music player; it was a portable ecosystem featuring a video camera, FM radio with live pause, Genius Mixes, iTunes tagging, and VoiceOver technology. We tap into a powerful emotional connection, the iTunes era, by reintroducing this beloved device, now pre-loaded with curated Apple Music playlists and offering seamless integration with modern Apple services. This revival celebrates Apple’s design heritage and drives new Apple Music sign-ups by offering users a tangible, iconic object that makes streaming feel fresh, fun, and personal again.
Apple Music is bringing the early 2000s back! not just as an aesthetic, but as an immersive, full-sensory experience. For one day only, Apple will take over major cities across the U.S. with a nationwide music and tech celebration that pays tribute to the era of iTunes, click wheels, and custom mixtapes.
Interactive Nano Vending Machines
Limited-edition iPod nanos will be available exclusively on-site. Each device will come pre-loaded with custom DJ mixtapes unique to that city’s performance. Every nano also includes a QR code offering 3 free months of Apple Music, turning nostalgia into trial-based acquisition!
Participating Cities:
Los Angeles, CA
NASHVILLE, TN
Dallas, TX
New York, NY
Live DJ Sets + Visual Installations
Curated DJ lineups will headline select major cities, with high-energy sets paired with giant prototype iPod nano displays. These installations will loop 2000s-themed music videos, showcasing the nano’s high-res screen and nostalgic design.
Boiler Room Los Angeles, CA
FOMO-Driven Social Streaming
Apple Music accounts will live stream key moments on Instagram Live and TikTok Live to fuel virality and participation beyond the physical event. Each set, product drop, and crowd reaction will be broadcast in real-time to generate buzz and drive urgency. Viewers at home will get behind-the-scenes looks, exclusive interviews, and a chance to win nanos online, feeding into the fear of missing out and creating nationwide digital momentum.
Times Square New York, NY