DJ Urban Kobbb's favorite Apple iPod ads: Hey Mama (playing now) is from The Black Eyed Peas. Click the  to hear Are You Gonna Be My Girl from Jet. Click again to hear Jerk it Out from Ceasers, again to hear Feel Good, Inc. from Gorillaz and one last time to hear Flathead from The Fratellis. |
Apple certainly pays attention to early music trends and, in fact, features them in iPod advertising. These ads, with the silhouetted dancers against a brightly colored backdrop, have introduced as many acts to the mainstream as any media outlet in the last decade.
In the typical ad, Apple features a band that has a pretty solid following, but has yet to reach broad commercial appeal. In this way, Apple presents itself as a tastemaker, even though the music has been pretty well vetted through the alternative or indie scene.
Bands that have hit the big time thanks to Apple’s formula include The Black Eyed Peas, Jet, Caesars, Gorillaz and The Fratellis.
The Black Eyed Peas had enjoyed reasonable critical success by the time their 2003 album, Elephunk, came out. Many attribute Elephunk’s commercial success to the fact that Fergie had recently joined the band. I argue that the iPod ad featuring Hey Mama introduced millions of Americans, including me, to a band that we never otherwise would have heard. By spring 2004, The Peas were so popular that Let’s Get it Started was the theme song for the NBA finals.
Jet’s Are You Gonna Be My Girl? might be the most infectious song I’ve ever heard. However, had it not been featured on a 2004 iPod ad, it may have never seen the light of day. After all, Jet has not found its way onto any more ads, and where exactly is the band now?With Jerk it Out, Ceasars hit the trifecta — an iPod ad, the theme song for 2004 FIFA Soccer and a stint on Dance Dance Revolution (DDR). In this frenzy of exposure, it would be impossible to determine which influenced the song’s success the most. However, since FIFA appeals to South Americans and Europeans, and DDR appeals to teens, any broader American popularity must be attributed, in part, to Apple.
Gorillaz was a popular band before Apple added it to their 2006 lineup. Their 2001 self-titled debut album sold more than 6 million copies. My question is, did you know about Gorillaz in 2001? I did not. It took the patronage of Apple and the hit song Feel Good, Inc. to awaken me to what might be the most inventive band these days.In 2007, Apple turned to The Fratellis and their hit, Flathead, to promote its brand. Awesome choice. This Scottish group has been called the “Best New Band in Britain” by New Music Express. The band also scored a 2007 Brit award for Best British Breakthrough Act, beating Lily Allen, The Kooks and James Morrison.
So my advice to those wanting the hottest music on their iPods: Watch for the next iPod ad, then do some deep reconnaissance on the featured band. Chances are, you’ll uncover a group that’s about to hit it big. Whether Apple caused that success is anyone’s guess. Regardless, you’ll be able to say, “I owned Gorillaz when….”
