Apple Music has unveiled its complete 100 Best Albums list, celebrating the greatest records ever made. Crafted by Apple Music’s team of experts and artists the lists includes Maren Morris, Pharrell Williams, J Balvin, Charli XCX, Mark Hoppus, and serves as a love letter to the records that have shaped, inspired, and fundamentally changed music.
Over the past 10 days, listeners were invited to join a countdown celebration as gold artifacts appeared on social media and billboards, offering clues to the albums that made the list. From album symbolism and lyrical Easter eggs to hidden tracks, the artifacts tapped into fans’ eagerness to decode references to their favourite artists.
From May 13 to 24, music lovers saw the list unfold in real-time through hand-painted murals on iconic streets in Los Angeles (Fairfax & Clinton), New York (N 11th St & Wythe Ave in Brooklyn), and London (Whitechapel High St), as well as on Instagram @applemusic. All three murals were updated with new artifacts daily and curated specifically for their location, providing different clues in each city.
The artifacts were purposely designed as if cast in solid gold to symbolize enduring greatness. Each artifact was created with intention and handcrafted details, reflecting the artistry behind each iconic album. Hidden details throughout the design process pay tribute to the artists, album art, and their ranking on the Apple Music Best 100 Albums list, offering fans an extra layer to uncover. The difficulty of decoding these clues varies, with some easily recognizable and others containing deeper layers of album references.
- #1 Miseducation of Lauryn Hill – Pencil: To reference its ranking, the #2 typically found on student’s pencil was replaced with #1.
- #18 1989 (Taylor’s Version) – Seagull: The seagull was given Taylor’s signature winged eyeliner.
- #6 Songs in the Key of Life – Key: The word “Life” was built into the key with in the same lettering found on the album cover.
- #5 Blonde – Ivy: To reference the album’s ranking on the list, 5 ivy leaves were included, with each leaf given 5 points.
- #77 Like a Prayer – Praying Hand: The rings on the praying hands reference Madonna’s hands on her album cover.
- #12 Ok Computer – Mac: In a playful nod to the brand, “Ok” was etched into an Apple Macintosh 128K computer, in custom typography to match the original 1984 “hello” type.
- #27 Led Zeppelin II – Zeppelin: “II” was engraved in the tail wing of the zeppelin to distinguish it from the band’s debut album.
- #53 Exile on Main Street – Dice: The dice referencing the signature track, “Tumbling Dice,” rotate with 5 & 3 primarily exposed due to its ranking as #53 on the list.
In addition to the artifacts and billboards, Apple Music’s collection of exclusive content also includes a brand-new 100 Best microsite, dedicated Apple Music Radio episodes, and more.
Credit:
Agency: TBWA\Media Arts Lab
3D Animation: MNFST
Sound Design: Model Citizen
