Apple Corps Advertises For New Talent

Friday 19 April 1968 | Miscellaneous, The Beatles

On 19 April 1968, Apple Music – the division of Apple Corps established by The Beatles to oversee their musical ventures – placed a bold and unconventional advertisement in the British music press, inviting aspiring artists to submit demo recordings.

The adverts appeared in leading publications including New Musical Express and Melody Maker, and formed part of a wider promotional campaign that also included posters distributed across London and beyond.

Conceived by Paul McCartney, the campaign featured Apple’s general manager Alistair Taylor beneath the headline: “This man has talent…”. The image, staged with Taylor in costume hired from a Soho theatrical supplier, was paired with a whimsical narrative encouraging unknown musicians to send in tapes, photographs, and personal details.

The response was immediate and overwhelming. Within two weeks, more than 400 demo tapes had arrived at Apple’s offices at 94 Baker Street, each accompanied by hopeful notes requesting priority attention.

Despite the scale of submissions, only a small fraction were actually reviewed by Apple staff, and ultimately no recording contracts were awarded as a direct result of the initiative.

The campaign coincided with Apple’s rapid expansion in early 1968, including the leasing of additional office space near Oxford Street to accommodate the growing volume of correspondence and business activity.

📢 The Advertisement Text

“This man has talent… One day he sang his songs to a tape recorder (borrowed from the man next door). In his neatest handwriting he wrote an explanatory note (giving his name and address) and, remembering to enclose a picture of himself, sent the tape, letter and photograph to Apple Music, 94 Baker Street, London, W.1. If you were thinking of doing the same thing yourself – do it now! This man now owns a Bentley!”

🏢 Key Details

• Organisation: Apple Music (Apple Corps)
• Date: 19 April 1968
• Campaign Concept: Paul McCartney
• Featured: Alistair Taylor
• Submission Address: 94 Baker Street, London

Location Map

FAQ

What was the purpose of the Apple advert?

It was designed to discover new musical talent by inviting artists to submit demo recordings to Apple Music.

Who created the concept?

The campaign was devised by Paul McCartney.

Did Apple sign any artists from this campaign?

No. Despite the large number of submissions, no contracts were awarded as a direct result.

Where were submissions sent?

All materials were sent to Apple Music’s office at 94 Baker Street, London.