If you watched the Grammy Awards, you saw a lot of Bruno Mars, a lot of Kendrick Lamar, and a lot of HomePod. Apple’s new smart speaker was featured in several 15-second ad spots throughout the show, none more prominent than the one that immediately followed Lamar’s show-opening performance.
The spot featured audio of Lamar singing “I got loyalty” from his hit song “DNA,” which he had incidentally just finished performing. It was as well-timed as it was electric, capitalizing on a blistering performance and showcasing HomePod’s street cred. For many people, it was an introduction to HomePod that wasn’t about Siri or home control or even tech—it was about music.