Visualizing Sound: The Creative Process Behind Apple Music’s Latest Aesthetic
Apple Music has unveiled a striking new visual identity, born from a unique collaboration between electronic producer Fred again.., the design experts at NEST Acoustics, and the creative powerhouse TBWAMedia Arts Lab. Rather than relying on digital rendering, the team opted for a tactile, organic approach: transforming sound waves into physical ripples.
From Audio Frequencies to Physical Motion
The core of this project involved a transducer-a device that converts electrical signals into mechanical vibrations. By channeling a custom musical composition through a bath of mineral oil, the team captured the way light refracts through liquid as it reacts to sound.
This process was entirely analog. Instead of utilizing CGI to simulate movement, the production team used high-speed cameras to record the actual physical displacement of the oil. This method mirrors the way sound behaves in nature, where vibrations travel through mediums to create patterns, much like the Chladni plate experiments that visualize sound frequencies through sand on a vibrating metal sheet.
The Iterative Design Journey
Developing this visual language was a labor-intensive process that spanned several months. The team at TBWAMedia Arts Lab had to meticulously calibrate how specific audio frequencies interacted with the liquid medium.
During the testing phase, they discovered that the density of the sound played a critical role in the outcome:
* High-frequency notes: These produced rapid, intricate vibrations that created sharp, crystalline ripples.
* Complex arrangements: Denser musical layers often caused such intense agitation in the oil that the Apple Music logo became abstract and nearly unrecognizable, forcing the team to find a delicate balance between artistic distortion and brand legibility.
Harmonizing Composition and Visuals
The creative workflow was cyclical rather than linear. As Fred again.. and NEST Acoustics composed the soundtrack, the visual team provided feedback on how the audio was affecting the liquid. This allowed the musicians to adjust their composition to ensure the resulting visuals were as aesthetically pleasing as they were sonically compelling.
The choice of mineral oil was deliberate; its viscosity provided the perfect balance of clarity and movement, allowing for the glass-like, fluid ripples that define the new look. By placing acrylic iterations of the iconic Apple Music note and wordmark into the shallow bath, the team ensured that the brand identity was literally shaped by the music it represents.
This project highlights a growing trend in branding where companies are moving away from sterile, computer-generated graphics in favor of “phygital” experiences-blending physical materials with digital distribution to create a more authentic connection with the audience.
