clock menu more-arrow no yes mobile

Filed under:

James Corden is the second-most interesting thing about the new Apple Music ad

Meet Bozoma Saint John.

Peter Kafka covers media and technology, and their intersection, at Vox. Many of his stories can be found in his Kafka on Media newsletter, and he also hosts the Recode Media podcast.

Apple’s new iOS 10 contains an overhaul for Apple Music, its $10-a-month subscription service.

But Apple hadn’t said much about Apple Music until last night. Then it started a new marketing blitz, beginning with an ad it launched at the Emmys:

First thought: Smart of Apple to use James Corden, who is on a roll. Corden also cameoed at Apple’s iPhone 7 launch this month. Everyone should use James Corden to sell everything.

Second: Why did Apple put their own executives in the ad? Beats’ Jimmy Iovine is a big deal in the music world, but you wouldn’t recognize him on the street. Eddy Cue does get on TV occasionally — but only for a few seconds, when he’s jumping up from his courtside seats at Golden State Warriors games.

Third: Who’s that sitting next to Iovine and Cue?

The back of James Corden's head; he's facing three Apple executives at a table, Jimmy Iovine and Eddy Cue (both white men) and Bozoma Saint John (a black woman). Behind them is a picture window showing the Los Angeles skyline. Apple

Good thing there’s Google. That’s Bozoma Saint John. She heads up marketing for Apple Music, and she started generating a public profile earlier this year, when she showed up onstage at Apple’s WWDC event.

And she’s very aware that her presence next to three powerful white men in a national TV ad is a big deal:

This article originally appeared on