When Apple Music launched at the end of June, it entered a crowded marketplace full of competitors who seemed to offer a fairly similar service for a fairly similar price, with little — beyond the draw of Taylor Swift — to differentiate it. Now a month-and-a-half later, Apple has put out a new trio of ads that highlight Apple Music's use as a tool to discover new artists, designed to distinguish its streaming service from Spotify and other rivals.

The three ads showcase little-known talents including pianist Kygo, British singer Flo Morrissey, and the behatted James Bay, who warbles a tuneful ditty with accompaniment from his acoustic guitar. All the artists featured are set against a typically Apple-esque minimalist backdrop and shot in black-and-white. It's over these clips that a voiceover makes Apple's play for its service's superiority to similar products.

"To have access to nearly all the music in the world at our fingertips is remarkable," the voice states. "And yet, there needs to be a place where artists and fans can discover one another." Apple Music bills itself as that place, one that brings you "the artists you love," as well as "the artists you're about to love." That promise hasn't quite come to fruition just yet — Apple Music is still complicated, buggy, and bloated — but with the company's curated playlists and capture of personalities such as radio DJ Zane Lowe to select songs on its flagship Beats 1 station, it can at least argue that it's doing more than its competitors to find you new music.