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It was their second spot for the company, following a2015 Apple Watch ad.
About a month after the debut, Halpern is still excited about the placement.
That was an amazing surprise, he says.
We didnt know it was going to be in the ad until the keynote.
Were sitting on benches by the Williamsburg waterfront in the unseasonable autumn heat.
There was a hint of hyperreality to the pair.
Anti-trust is back, baby, crowed a Yelp bigwig.
Of these companies (and all other companies), Apple is the richest.
Its valued at $752 billion, with $256.8 billion cash on hand.
The total 2017 budget of the State of New York is $163 billion.
Unlocking that starts with assessing how they want us to perceive them.
Since the dawn of the iPod, music has played a critical role in Apples brand identity.
What do they have that the worlds richest company wants?
Tucker Halperns first musical memories involve listening to disco staples like Chic in his parents car.
This dominated his free time all the way through his first few years at Brown.
He taught himself electronic production while bedridden.
When he returned the following year, he dove into the schools thriving dance music scene.
Halpern found himself spinning at clubs and apartments until the break of dawn.
I still put myself in those parties when were making music, he says.
Im like, What if I did this here, how would that make the people move?
She grew up in musical theater and started writing songs as a teenager.
All the best experiences Ive had in my life tend to happen around music, she says.
At Brown, she fell in love with Brazilian sounds.
Drinkee is purposefully not about its meaning, Hawley-Weld said inan interviewwith Bedford and Bowery in 2016.
Chacal told us that the poem is quite difficult to understand, even for a Portuguese speaker.
Sofi Tukker could not have picked a better time to unveil this sound.
It wasnt just an American hit, either the song went gold in Italy, and charted at No.
Big looks soon came their way.
According to Halpern, Apple representatives discovered Drinkee on SoundCloud.
On October 24, 2015, the song was featured in a commercial for the Apple Watch.
14 on Billboards dance/electronic albums chart.
Remix commissions and festival bookings, including Coachella, started piling up.
Theyve toured constantly since, both as headliners and support for arena-filling stars like Odesza.
The second one is similar, we dont really know, adds Hawley-Weld.
We just got reached out to.
But its hard to tell what this will do for our career at this point!
We are just in it, working every day to build and create!
Really excited and overjoyed that we get to do this!
Their PR representative says that the ads were locked in directly with Apple without the labels involvement.
The band sent their music directly to Apple, and they loved it.
Sync deals like this are frequently the best way a young band can make money.
As with many of their peers, Sofi Tukker dont see this kind of arrangement as selling out.
I feel like its more affirmation to dig deeper into our roots and get to know ourselves better.
Their publicist confirmed that theyre actively seeking more sync deals, with several new ones already in the pipeline.
And luckily for Sofi Tukker, their music aligns perfectly with the needs of the worlds biggest brands.
This is the new continuum of advertiser-facing dance-pop.
Theyre close friends of Sofi Tukker, collaborating with them on Best Friend.
The duo have mastered the art of servicing their vast festival audiences to youth-hungry companies.
Music is my boyfriend, music is my daddy, sing-shouts CSS vocalist Lovefoxxx.
My music is where Id like you to touch.
Its unthinkable that genteel Tim Cookera Apple would use a song with sexually provocative lyrics.
Apple has reframed their marquee equipment from an exotic fetish object to a lovable pal.
Its not just about family-friendly appeal, though.
Apple no longer needs you to change your lifestyle.
You are my best friend, sings Hawley-Weld; Pay with your face, declares the ad.
Apple claims the X can learn to recognize you even if you put glasses on.
Ten years ago, Apple portrayed the advent of global mobile as dangerous and cool.
Apple seems to believe Sofi Tukker can help it win that PR war, and it may be right.
Their songs gauzy, soft-focus grooves render even the most unsettling AI technology warm and familiar.
I would say whatever their particular favorite experience is, answered Hawley-Weld.
Its whatever they need, Halpern added.
What higher praise can there be?
