Apple's latest iPad ad, which ran during the Grammy's Sunday night, is all about the music. Or more correctly, how music is now all about the iPad.
The spot, by TBWA/Media Arts Lab, documents the role the iPad plays in creating cutting-edge tunes, from recording lyrics and beats to playing a part in an on-stage performance. It features Swedish recording artist Elliphant collaborating with L.A.'s The Gaslamp Killer in an All or Nothing remix from producer Riton. While not as charming perhaps as holiday ad The Song, which was also about the creative process, it's an edgier approach well-suited to an audience of die-hard music fans.