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Monday, December 08, 2008, 02:00 pm
Steve Jobs key to selecting tunes for Apple ads
Ever wonder how those catchy tunes find their way into Apple's iPod commercials? You'll have to look no further than the ear of chief executive Steve Jobs.In a SongFacts interview with the Asteroids Galaxy Tour, beatmaker Lars Iversen explains how his band's hyperkinetic track "Around The Bend" was selected as the jingle for Apple's second-generation iPod touch television ad.
The Danish band is represented in the United States by a little-known company called Synch, which managed to get in touch with Apple and arrange for a sit down meeting with Jobs himself.
While listening to some of the songs suggested by Synch, the Apple co-founder reportedly slammed on the brakes during a sample of "Around The Bend," declaring, "This is it, this is the new track for the iPod Touch."
"Apparently he just loved that track, but we never saw it as one of our singles," Iversen said. "We have some other songs that we thought would be great singles, and that would work cool on for the radio, but he really loved that song."
Iversen noted that the selection was made ahead of the September introduction of the new iPod touch, and therefore everything was kept hush, hush. The band was even kept in the dark about some edits Apple made to the flow of its song, which it wasn't too thrilled with initially.
"They keep it under wraps up to the release of the new product, so we were just told: 'You guys are going to be in this ad, and you have to be happy and smile about that,'" he said. "I kind of like it now when I've seen it a few times, it sort of works well with the pictures - you see two hands playing with the iPod and all these silly computer games and so on."
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Previous Comments View All
I understand how the artist might be a bit upset that Apple edited "the flow" of the song. But, I think in this instance they should just bite their tongue and appreciate the exposure they will get.
this is quite fascinating. it makes me wonder what goes on in his (Jobs) mind - what is his thought process and what is he imagining.
this is quite fascinating. it makes me wonder what goes on in his (Jobs) mind - what is his thought process and what is he imagining.
He clearly is listening to every word of the lyrics.
Much as I have deep admiration for Jobs and his achievements, I do have to say that I find this level of personal involvement a bit creepy.
And, it reflects somewhat poorly on the trust/faith he has in his lieutenants.
I think this is just another revelation of what makes Jobs such a good CEO. He's willing to get his hands dirty in the nitty gritty details where he feels it's important. What other CEO would take the time to bother with music for an ad campaign?
I don't know what this band is thinking if they are not thrilled Apple/Jobs chose that song. What could be better advertising for their music than say having a song of yours played a zillion times on US TV?
Congrats to The Asteroid Galaxy Tour.
"The Danish band is represented in the United States by a little-known company called Synch, which managed to get in touch with Apple and arrange for a sit down meeting with Jobs himself."
As busy as Steve Jobs is does he have the time to have a sit down meeting with an unknown Danish band??? I do believe SJ likes control and probably chooses the songs on some of the iPod/Touch ads but really this is why they pay ad agencies.
I just saw "There Will Be Blood" last night and I have to say that Steve Jobs reminds me a lot of Daniel Plainview. Ruthless, personally involved with everything, doesn't trust anyone, doesn't even like people. And as someone said, it's almost a little creepy.
Personally I can't stand most of the music he picks out - iPod Touch, the OS X Leopard first boot video, original iMac "Hello" ads and the stupid "I'm a Mac" ads.
But then again, I'm not the CEO of a multibillion dollar company.
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Ever wonder how those catchy tunes find their way into Apple's iPod commercials? You'll have to look no further than the ear of chief executive Steve Jobs.
In SongFacts an interview with the Asteroids Galaxy Tour, beatmaker Lars Iversen explains how his band's hyperkinetic track "Around The Bend" was selected as the jingle for Apple's second-generation iPod touch television ad.
The Danish band is represented in the United States by a little-known company called Synch, which managed to get in touch with Apple and arrange for a sit down meeting with Jobs himself.
While listening to some of the songs suggested by Synch, the Apple co-founder reportedly slammed on the brakes during a sample of "Around The Bend," declaring, "This is it, this is the new track for the iPod Touch."
"Apparently he just loved that track, but we never saw it as one of our singles," Iversen said. "We have some other songs that we thought would be great singles, and that would work cool on for the radio, but he really loved that song."
Iversen noted that the selection was made ahead of the September introduction of the new iPod touch, and therefore everything was kept hush, hush. The band was even kept in the dark about some edits Apple made to the flow of its song, which it wasn't too thrilled with initially.
"They keep it under wraps up to the release of the new product, so we were just told: 'You guys are going to be in this ad, and you have to be happy and smile about that,'" he said. "I kind of like it now when I've seen it a few times, it sort of works well with the pictures - you see two hands playing with the iPod and all these silly computer games and so on."
[ View this article at AppleInsider.com ]
Yee haw