In an unexpected turn of events, Montreal-based electronic artist CRi whose real name is Christophe Dubé has secured a life-changing deal with tech giant Apple. The company has acquired his track Naissance for their latest global advertising campaign, promoting the Apple Watch Series 12.
The campaign, which launched this week, has already garnered millions of views on YouTube providing invaluable exposure for the Quebec artist. For Dubé, this collaboration represents not just a financial windfall, but also a validation of his creative journey.
From Local Artist to Global Stage
The journey to this milestone began about three weeks ago when Dubé’s publicist received a call from Apple requesting the isolated audio track of Naissance. The track, whose title translates to birth in English, was originally created six years ago. About a week later, Apple reached out again with an offer to purchase the song, which Dubé described as life-changing.
For an artist, having music featured in a global Apple campaign is a major milestone according to Dubé. When you start to make music, you think maybe one day I will play Coachella and maybe one day Apple will use my music for one of their worldwide campaigns he shared with Global News on Friday. It’s kind of part of the dream and I still can’t believe that it happened for me actually. It’s crazy.
The Value of Human Creativity in the Age of AI
Beyond the financial impact, Dubé sees this agreement as a testament to the enduring value of human creativity. At a time when artificial intelligence is transforming creative industries, major companies like Apple still recognize the importance of authentic artistic expression.
Dubé also views the project as an example of the benefits of cross-border collaboration. Despite political and economic tensions, strong working relationships between Canadian artists and American companies remain possible. This partnership demonstrates that creative synergies can transcend borders, fostering mutual growth and innovation.
A Career-Defining Moment
For the Montreal artist, this experience marks a career-defining moment and a chance to introduce his work to a global audience. The campaign’s success on YouTube has already provided what Dubé calls invaluable exposure for his music.
As he continues to process this significant opportunity, Dubé remains grateful for the recognition and the platform it provides. This deal not only reinforces his belief in the power of human creativity but also opens new doors for his artistic journey.
