Data Digest SYNC STORY APPLE/MARIAN HILL


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ESSENTIAL INFO


■ BRAND: Apple ■ SPOT: Stroll ■ TITLE: Down ■ COMPOSERS: Jeremy Lloyd/ Samantha Gongol


■ ARTIST: Marian Hill ■ MASTER: Republic Records ■ PUBLISHER: Jake The Wonder Dog /Gangstarstyle Publishing


■ GROUP CREATIVE DIRECTOR: JD Jurentkuff (TBWA/MAL)


■ CREATIVE DIRECTOR: Greg Greenberg (TBWA/MAL)


■ AD AGENCY: TBWA/Media Arts Lab (MAL) ■ MUSIC SUPERVISOR : Peymon Maskan (MAL) ■ CHIEF CREATIVE OFFICER: Brent Anderson (TBWA/MAL)


■ ASSOCIATE CREATIVE DIRECTOR/ ART DIRECTOR: Marcus Brown (TBWA/MAL)


■ ASSOCIATE CREATIVE DIRECTOR/ COPYWRITER: Evan Schiller (TBWA/MAL)


■ FILM COMPANY: Imperial Woodpecker ■ DIRECTOR: Sam Brown ■ POST-PRODUCTION: Cosmo Street/ The Mill/Lime


Out for a stroll: Apple’s gravity-defying commercial


SYNC  BY BEN HOMEWOOD


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ince debuting in January, Apple’s new Stroll spot has paid dividends for Philadelphian duo Marian Hill, whose song Down soundtracks an ad that features dancer Lil Buck contorting himself across a black and white cityscape. The song’s video has now racked up 12 million views on YouTube, (somewhat ironically) reached Spotify’s global viral Top 20 and hit No.1 on the Shazam chart in America and Canada and No.5 worldwide. The track has sold 27,104 copies in


THE BIG MOON Village Underground, London Tuesday 2, 7:30pm


■ AIR DATE: 21/01/17


Peymon Maskan, music supervisor at ad agency Media Arts Lab says the spot has “launched Marian Hill into another stratosphere and blown up on charts around the globe, that’s the goal of anyone who places music creatively”.


Climbing high: Marian Hill


the UK to date, according to the Official Charts Company. An appearance on last week’s edition of the BBC’s Later… With Jools Holland is set to give the song a further boost.


TASTEMAKERS


TODAY’S OPINION FORMERS PREDICT TOMORROW’S BIG HITS Matt Maltese - As The World Caves In


The London four-piece will get a heroes’ welcome at this homecoming show, which follows the release of their good-time indie rock’n’roll debut album, Love In The 4th Dimension.


It’s already becoming quite tiring seeing every musician and their dog claiming to write politicised, anti-establishment songs in the wake of 2016’s various disasters. But in an age of #wokepop, I don’t think anyone’s doing it better than 20-year-old South Londoner Matt Maltese. As the World Caves In is written from the perspective of Theresa May and Donald Trump spending the night together after they hit the nuclear button - quite possibly the grimmest concept you could possibly come up with. But if you manage to ignore that seedy scene, it reveals itself to be a beautiful, apocalyptic love song. Maltese is a direct, skilled lyricist, and he makes love out to be invincible, even in the midst of global collapse. “It’s you I watch TV with, as the world caves in,” he sings. It’s the arc of his message that stands out - even when the sky turns orange, there’s still time to watch a Mad Men box set with the one you love most. People are quickly comparing his timeless songwriting to the likes of Leonard Cohen, which might be a bit much at this early stage. But As The


MUSIC Week


He also stresses the importance of “an unknown band” being used for the ad. “People get excited when they discover a new band, and they pull out their phone to Shazam the track, and they tell their friends. That’s a music fan’s experience when discovering an ad like this.”


Most important of all, however, is the song itself, a “dramatic, incredible” track that could change everything for Marian Hill.


JAMIE MILTON


@JAMIEMILTON_ Journalist (NME, The Independent, DIY)


World Caves In already has the makings of a classic. It’s very much of the moment and a soundtrack for the armageddon that currently looms large, but you can imagine it being picked out in years to come - presuming trusty Trump keeps his teeny tiny hands away from the big red button.


MAY 01 09


GIG WEEK


of the ON THE RADAR


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