In the world of advertising and branding, music plays a bigger role than most people realize. It’s not just background noise—it sets the tone, sparks emotion, and helps audiences connect with the message. And behind many of today’s most iconic ad campaigns, especially those by Apple, is a rising name: Rowan Puri.
Rowan Puri is more than just a music supervisor. She’s a creative force who blends music, storytelling, and branding into seamless experiences that touch hearts and move people. From overseeing music licensing to building artist relationships, Rowan has become a voice of cultural impact.
In this article, we’ll explore:
- Who Rowan Puri is
- Her journey to becoming a music supervisor
- Her role at TBWA\Media Arts Lab (Apple’s creative agency)
- Notable projects and achievements
- The art of music supervision
- What sets her apart from others in the industry
Who Is Rowan Puri?
Rowan Puri is a Los Angeles-based music supervisor and DJ. She currently works at TBWA\Media Arts Lab, a global creative agency that works exclusively with Apple.
She’s known for:
- Curating music for global Apple commercials
- Leading creative partnerships with artists
- Ensuring legal, cultural, and emotional alignment in campaigns
Rowan brings a unique blend of creativity, technical knowledge, and cultural awareness to her work.
Early Life and Education
Rowan’s journey began not in a flashy studio, but on a college radio show.
- She studied International Affairs and Business at The George Washington University in Washington D.C.
- While in college, she hosted a weekly radio show on WRGW District Radio
- She featured local artists, live concerts, and even covered music journalism
This early exposure helped her learn:
- How to connect with artists
- The value of diverse sounds
- The technical side of music production
Starting Her Career in Music and Media
Before becoming a music supervisor, Rowan worked in several roles that helped shape her career:
Internships and Assistant Roles:
- U Street Music Hall: Promoting local shows and running social media
- VICE Media: Learning music licensing and media production
- Spirit Music Group: Understanding music publishing and rights management
These early roles gave her real-world experience in how music meets business.
Climbing the Ladder: From Assistant to Supervisor
Rowan’s first major break came when she worked at Stones Throw Records as a Creative Licensing Manager.
There, she:
- Handled licensing for well-known indie artists
- Built relationships with agencies and media companies
- Facilitated artist-brand collaborations
Her efforts got attention in the industry for being strategic and culturally aware.
She then joined VICE Media full-time, managing music licensing across more than 40 brands. Her ability to deliver high-quality results made her stand out.
TBWA\Media Arts Lab & Apple Projects
Rowan Puri’s most impactful work began when she joined TBWA\Media Arts Lab in 2021. By 2023, she was promoted to Music Supervisor, a role many dream of.
TBWA\Media Arts Lab is Apple’s dedicated creative agency, known for:
- High-quality global campaigns
- Emotionally powerful storytelling
- Revolutionary product launches
Rowan became responsible for:
- Choosing the music used in global ads
- Negotiating licensing rights
- Guiding sound design and storytelling
Notable Apple Campaigns
- The Invincibles Campaign
- Theme: Accessibility and inclusion
- Impact: Showed how Apple products help people with disabilities
- Music Selection: Emotional, inspiring, and powerful
- Result: Shortlisted for the D&AD Award in 2024
This project showcased Rowan’s ability to match music with message.
- iPhone Commercials
Rowan helped select soundtracks that:
- Reflect the lifestyle of iPhone users
- Highlight innovation and design
- Celebrate creativity and community
- Usher Super Bowl LVIII (2024) Content
- She managed behind-the-scenes content music curation for Apple Music
- Helped create a mood that aligned with Usher’s legacy and energy
Skills That Make Rowan Stand Out
Here are the key skills Rowan brings to every project:
- Music Licensing Expertise
She knows how to legally secure music rights, negotiate contracts, and ensure artists are paid fairly.
- Creative Vision
Rowan doesn’t just pick songs—she imagines how the music will feel in a campaign. She thinks emotionally and strategically.
- Artist Relations
She works closely with emerging and established musicians, helping them gain visibility through brand partnerships.
- Cultural Awareness
Rowan brings sensitivity to race, gender, accessibility, and representation in every project.
The Role of a Music Supervisor
Not many people understand what a music supervisor actually does.
Here’s a breakdown:
| Task | Description |
| Music Selection | Choosing songs that match the story or emotion |
| Licensing | Getting legal rights to use the music |
| Budgeting | Managing how much a campaign can afford for music |
| Collaborating | Working with directors, brands, and artists |
| Problem Solving | Fixing last-minute legal or creative issues |
Rowan handles all these areas with precision and passion.
Why Her Work Matters
In advertising, music is often what people remember most. Think about the iPhone launch tunes or Apple’s privacy ads—music is the heartbeat of those campaigns.
Rowan’s work:
- Elevates the emotional power of storytelling
- Makes brands more relatable
- Gives artists a new platform
She proves that music supervision isn’t background work—it’s center stage.
Rowan Puri as DJ Lil Spoon
Beyond the corporate world, Rowan is also a DJ under the name DJ Lil Spoon.
She performs:
- At local events and art shows
- On indie radio stations like dublab
- Mixing funk, soul, hip-hop, electronic, and international sounds
This side project shows her deep connection to the music community, not just as a professional—but as a fan and creator.
Commitment to Representation and Ethics
Rowan is a strong advocate for:
- Pay equity for artists
- Fair use in licensing
- Inclusive storytelling
She believes music should not just sound good—it should stand for something.
The Future of Rowan Puri
With her growing influence and proven track record, Rowan is expected to:
- Lead even bigger brand campaigns
- Mentor the next generation of music professionals
- Possibly launch her own creative label or agency
Her impact is only beginning.
Conclusion: A Cultural Connector
Rowan Puri is not just choosing songs—she’s shaping the future of music in media. Through her work with Apple, she’s bringing unheard voices to the spotlight, helping brands tell authentic stories, and proving that music can be both emotional and strategic.
She’s a connector—between music and message, between art and audience. As a music supervisor, DJ, and creative leader, Rowan is an inspiring example of how passion, skill, and purpose can come together to make magic.