Samsung brings out a panoply of stars to fete its success.
Iggy Azalea featuring Charli XCX, Chromeo, Lady Antebellum and John Legend are among the seven music stars performing their latest singles in a 90-second ad for Samsung’s Milk Music, which debuts in movie theaters over the July 4 weekend. Childish Gambino, a.k.a. rapper-actor Donald Glover, does double-duty in the spot, providing both the voiceover and appearing on-camera to perform his current hit “V. 3005,” which recently cracked the Hot 100 at No. 94.
Titled “Put Your Spin On It,” the spot showcases the many genres Milk Music users can explore by spinning the app’s virtual radio-tuner dial, from Today’s Hits (Azalea’s “Fancy,” featuring Charli XCX), to Hip Hop (Childish Gambino) to Alt/Indie (Little Dragon’s “Klapp Klapp”) to R&B (John Legend’s “You & I”) to Rock (Cold War Kids’ “All This Could Be Yours”) to Dance (Chromeo’s “Come Alive.”) Country stars Lady Antebellum even debut a brand-new song, “Long Stretch Of Love,” to tease the group’s forthcoming fifth studio set.
Since debuting on U.S. Samsung Galaxy devices in March, Milk Music has been downloaded over 2 million times, as Todd Pendleton, Samsung Telecommunications of America’s chief marketing officer confirmed in a statement this week. That’s a significant leap from the 380,000 downloads the app had logged by late April, according to an interview with Samsung’s Media Solutions Center president Wonpyo Hong in the Wall Street Journal. Milk Music, powered by streaming service Slacker Radio, is currently free and ad-supported for a limited time, which may explain the high volume of early user trials. Beats Music, a paid service launched in January and recently acquired by Apple, saw a reported 750,000 users sign up for 30- and 90-day trial promotions through AT&T, with a supposed retention of roughly 70%, or roughly 525,000 subscribers. But Nokia Mix Radio, another mobile music service that debuted last November, recently pegged Beats’ active users in the range of 260,000 range, with VP Jyrki Rosenberg noting, “Even without launching on Android and iOS, MixRadio has had more users in the U.S. and dozens of times this number of users globally in over 31 markets.”
Up next for Milk Music is a partnership with Russell Simmons and Steve Rifkind’s A.D.D. 52, which held an introductory concert during South by Southwest in March. An official launch event is tentatively expected to be held in Brooklyn on July 10, with additional details forthcoming.