Can you fall for musician James Bay in just 30 seconds?

Thirty seconds. Apple Music is convinced that's all it really takes for you to fall in love with certain artists. In black-and-white videos (shared with Paste BN ahead of their debut during the Teen Choice Awards), watch and listen to British singer/songwriter James Bay, whom we profiled earlier this year:



And see the piano skills of Norwegian producer Kygo:



Those 30 seconds won you over, didn't they?


James Bay and Kygo are two talented, emerging artists that Apple Music is promoting with a new piece of content called "Discovery." Trent Reznor explains the concept behind "Discovery" in a voiceover:



And, by the way, if James Bay and Kygo sound familiar, it's probably because of this song:

And this song: