Confused About Samsung's Milk Music (and ADD52)? Here, Let Russell Simmons Explain
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Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.
Among the new releases, Samsung serves up an unusually wordy ad starring Russell Simmons, in which he explains ADD52, one of the cornerstones of Samsung's new-ish online music service called Milk Music. Milk has been getting a lot of attention lately because of a sort of Whitman's Sampler video starring well-known chart-toppers. But in this new spot, Simmons positions Milk not only as music-discovery service, but a place to find fresh talent. He describes ADD52 as "a radio station on Milk Music for emerging artists that gives the people the say in who makes it big." Unsigned artists submit their music to ADD52 and then "We let the fans weigh in. The best tracks will get dropped as singles -- one a week for 52 weeks." The message is clear: Apple's Beats Music may have Dr. Dre and Jimmy Iovine, but Samsung's Milk Music has ... you. (And Russell Simmons.)