Canadian musician CRi lands Apple campaign

Montreal electronic musician CRi, whose real name is Christophe Dubé, says his song was selected for a global Apple Watch Series 12 advertising campaign, marking what he described as a major career milestone. Apple recently bought the track “Naissance,” which was originally created six years ago and is featured in the campaign released this week. Dubé said the process happened quickly, with Apple first requesting the isolated audio track and then making an offer to purchase the song. Dubé said the agreement is significant not only for the exposure it brings, but also because it highlights the continuing value of human creativity as artificial intelligence changes the creative industry. He also said the partnership shows that Canadian artists can still build successful collaborations with major U.S. companies. The campaign has already drawn millions of views on YouTube, giving his music a wider audience.