Steve Jobs key to selecting tunes for Apple ads

[AppleInsider]

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."

[ View this article at AppleInsider.com ]

[techno]

Originally Posted by AppleInsider

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

[techno]

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.

[danielchow]

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.

[echosonic]

Originally Posted by danielchow

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.

[anantksundaram]

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.

[DeaPeaJay]

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?

[kerryb]

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.

[msb0014]

"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.

[polvadis]

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.

[bdkennedy1]

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.

[Walter Slocombe]

ok, why do some people have to shit on the man with this "creepy" crap?

1. he is busy and "hands on", many CEOs are not, and this is his and Apples strength.

2. YES it IS "creepy" to be there at the RIGHT PLACE at the RIGHT TIME.. just far more likely to happen if you keep doing 1.

--

is it creepy that Berry Gordy had so many hit on his record label? NO, it was his job to look for them.

[kbklv]

Nic Harcourt, a DJ from KCRW in Santa Monica, CA also has a big hand in picking what music goes in Apple's ads.

[bloggerblog]

SJ had always been involved with company commercials, he's an artist at heart. It's not strange that he gets to pick the ads, the actors, and the subject of the ads. Remember the 1984 commercial? without Jobs you would've seen a typical computer commercial instead.

[robb01]

Originally Posted by bdkennedy1

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.

Same here, i really dont like it


________________

[Hoss]

Steve Jobs has all the studs down in the garage cooking up what is sure to be a bad ass(next big thing). Steve's not stupid. He knows that the technical end of the latest innovation has passed him up. There's no better job for him to do at this point than to manage the rhythm and marketing.

[Andune]

Originally Posted by bdkennedy1

Personally I can't stand most of the music he picks out...

I love it, "his" music always manage to find a way into the most played playlist in iTunes.

[CAM]

Originally Posted by anantksundaram

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.

Hmmm... caring enough and being inspired enough to choose the music for one of your most important music products just doesn't seem creepy to me. Sounds smart and even fun.

I actually really like that song.

[anantksundaram]

Originally Posted by Walter Slocombe

ok, why do some people have to shit on the man with this "creepy" crap?

Excuse me, but what part of "Much as I have deep admiration for Jobs and his achievements, ......" rises to your invective? (Nice job: two scatological references in one sentence!).

[Virgil-TB2]

Originally Posted by bdkennedy1

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. ...

You are in a very small minority.

Even folks who don't like or use Mac generally like or at least admire the ads.

I can't remember reading a credible article or hearing an opinion in the entire history of Apple to the effect that there is anything wrong with their advertisements, choice of song, style, etc. They are (mostly) brilliant and mostly received as such.

As to the complaints of the group who's song was used, the song is better in the ad than their version, and the rest of their stuff is no where near as good as the few moments and words that Steve picked out for the ad. I find this is common with Apple ad music. Only about one out of three (IMO of course) of the groups who's songs are used have anything else going on on the album.

The other song used for the colourful iPod nano ads by Chairlift is a perfect example. The cut used on the commercial is toe-tapping and uplifting, but the rest of the album (yeah, I bought it), is depressing, monotonous and kind of "icky."

[anantksundaram]

Originally Posted by CAM

Hmmm... caring enough and being inspired enough to choose the music for one of your most important music products just doesn't seem creepy to me. Sounds smart and even fun.

As a shareholder, I am concerned about two issues arising from this: (1) There might be a trade-off with how much time he has available, as a CEO, to address larger issues: e.g., I'd rather that he spent as much time understanding things such as options contracts that his lieutenants are/were cooking up for him (he confessed complete ignorance, as you might recall); (2) This kind of deep personal involvement in (and stamp on) minutiae is why Apple's stock takes a horrible tumble every time there is the slightest whiff that SJ's health is an issue.

[Virgil-TB2]

Originally Posted by anantksundaram

As a shareholder, I am concerned about two issues arising from this: (1) There might be a trade-off with how much time he has available, as a CEO, to address larger issues: e.g., I'd rather that he spent as much time understanding things such as options contracts that his lieutenants are/were cooking up for him (he confessed complete ignorance, as you might recall); (2) This kind of deep personal involvement in (and stamp on) minutiae is why Apple's stock takes a horrible tumble every time there is the slightest whiff that SJ's health is an issue.

So you want CEO's to spend their time focussing on stuff like how much money they are making, and not on the products that their company produces?


Most CEOs don't do much of anything for the money but take trips, buy jets, and suck out money for themselves. To have a CEO of a huge company like Apple behave as if the company is a small startup and involve himself in the day to day decisions is a very good thing IMO.

Look at it this way. Jobs is decidedly different than any other CEO and Apple itself runs decidedly different from most companies. Together they are hugely successful at almost everything they do, something those other CEOs can't say.

So who's right?

[Jimzip]

Haha. I never would have guessed ... you know, with all the U2/Bono images plastered all over the old iPod pages, (and is that Bono singing into the mic as the 'Artists' button on the iPhone/iPod touch btw? I've always wondered, looks a heck of a lot like his profile).

I think the music is always pretty spot on for the market they're trying to attract too. Light, energetic, happy and catchy. It's all a matter of opinion really, but I like them.

Also: 'You guys are going to be in this ad, and you have to be happy and smile about that,' - I understand the band not being thrilled at Apple cutting up the song. Sure it's massive exposure, but the music is their baby. Imagine if BabyCo. did a photo shoot with your kid and in post-production they made it look different to fit the ad... that'd kinda hurt.

Jimzip

[Ireland]

The best ad they had for the iPod is the only one he didn't pick the music for lol

http://www.youtube.com/watch?v=VGZ9sIAuJ9k

[JeffDM]

Originally Posted by DeaPeaJay

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 think the term is called micromanagement. Most of the time, it's not considered a good thing.

Originally Posted by kerryb

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?

???

Originally Posted by AppeInsider

"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.

Nothing negative about the choice of song, but rather changes to the song. And it seems like they're OK with that now.

But artists are like that, some don't like other people mucking with their work.

I didn't see any credits in the song, I don't see how it's good advertising for the band if they don't say who the band is.

Originally Posted by msb0014

"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.

It looks more like the representatives saw Jobs, not the band.

[anantksundaram]

Originally Posted by Virgil-TB2

So you want CEO's to spend their time focussing on stuff like how much money they are making, and not on the products that their company produces?

You bet. Assuming he makes money only if the shareholder makes money. Note that your shareholders don't make money in the long-run if you don't produce and sell a product at a price (and quality) that consumers want and are willing to pay for, and simultaneously make a profit.

[iVlad]

Originally Posted by anantksundaram

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.

LOL he's prolly bored. There's so many new ideas and concepts he works on, can't be busy 24/7. I would do the same thing.

[Johnny Mozzarella]

Different CEOs have different strengths and weaknesses.
Steve Jobs' strengths are design and marketing so it is natural for him to be more involved in these areas.
I doubt Steve has written a line of code in many years where as some CEOs, who are more skilled as programmers, may do so occasionally.

[Johnny Mozzarella]

Another thing, Steve loves music.

[megatrick]

Hi guys, we really don't know the context of this meeting. I mean, it is not unusual to have an ad agency briefing where a multitude of issues are addressed including the music for the ads. It would not be unusual for band representation to attend, and pitch their songs. It's part of the fun of the creative process, and what makes for a good client relationship. Any CEO who is willing to get involved at this level and do a good job at it is OK in my book. Why do you think Apple can execute with speed where other companies stumble and choke?? Because they've got a guy at the top who is decisive, and gifted with good taste.

Originally Posted by Johnny Mozzarella

Another thing, Steve loves music.

[erpwashere]

Well, he has good taste in music, because every song since the iPod nano 3G came out has ended up on my iPod.

[teckstud]

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.

From Steve's ears to Oprah's eyes- no one needs to think anymore.
Some of those songs are down right annoying.
Can't he just pay Barry Mainlow to write a jingle?

[solipsism]

Originally Posted by Ireland

The best ad they had for the iPod is the only one he didn't pick the music for lol

http://www.youtube.com/watch?v=VGZ9sIAuJ9k

That is my favorite too. I like them all and this info does show how obsessive Jobs is about, at the very least, the marketing of Apple's products.

[hillstones]

Most CEO's just sit on their fat ass and have no involvement whatsoever. Steve Jobs saved the company from bankruptcy, made shareholders profitable, changed the world with a slew of new products, and the company is debt free with more money in the bank than most companies today. So I think he knows what he is doing and knows how to run a company. These ads work and they get peoples attention. So more power to him.

[cameronj]

Originally Posted by JeffDM

I didn't see any credits in the song, I don't see how it's good advertising for the band if they don't say who the band is.

Riiiiight....

Every song featured in an Apple ad almost immediately gets a big jump in its ranking on itunes.

[solipsism]

Originally Posted by JeffDM

I didn't see any credits in the song, I don't see how it's good advertising for the band if they don't say who the band is.

Building on Cameronj's comment (though in a less jeering manner ), finding the artist to songs in TV shows and advertisements are so easy these days. Even Shazam et al. work very well for finding out the song, but without it a quick google search for the lyrics you heard will get you the info fast. It seems that finding the advert on YouTube and reading the comments for an answer would be about the most searching one would have to do.

PS: I love Shazam! I used to write down the lyrics I heard so I could look it up later, but Shazam does all the work for me.

[teckstud]

Originally Posted by Johnny Mozzarella

Another thing, Steve loves music.

One more thing - Steve loves to sell music.

[SpamSandwich]

Originally Posted by polvadis

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.

Just put a big ole handlebar mustache on him, and you're right... oh, Artman!

[SpamSandwich]

Originally Posted by kbklv

Nic Harcourt, a DJ from KCRW in Santa Monica, CA also has a big hand in picking what music goes in Apple's ads.

Brilliant!

[JeffDM]

Originally Posted by cameronj

Riiiiight....

Every song featured in an Apple ad almost immediately gets a big jump in its ranking on itunes.

Interesting, I've never heard of that.