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The Wall Street Journal: Apple’s latest marketing campaign for the iPhone 15 Pro features a piece of music belonging to Tuvan throat-singer Albert Kuvezin. The commercial features one of Kuvezin’s songs, “Karangailig Kara Khovaa (Dyngyldai),” which was released decades ago as a modest album. Living near the Mongolian border in Siberia, Kuvezin is surprised that Apple chose his music despite not owning any of its products. He believes his unique voice, which combines Tuvan folklore and Western rock, caught their attention.
Kuvezin’s peculiar throat singing technique allows him to utter two notes simultaneously, which creates a mesmerizing effect. After receiving an email from an Apple music supervisor, Kuvezin realized that Apple wanted to use his song to promote the iPhone. Negotiations began between the small record label that released his album and Apple, resulting in a licensing agreement. Since the release of the iPhone commercial, Kuvezin’s music has been widely recognized: the video has garnered over 13 million views on YouTube. This recognition came as a surprise to Kuvezin, who has been making music for over 30 years.
While Kuvezin hopes the attention of the Apple commercial will help more people discover his band, he remains focused on making and performing music. He sees the commercials as an opportunity to continue making music and possibly get new offerings in the future.
The entire article can be read at the link Apple Picked the World’s Unlikeliest Voice to Sell the iPhone – WSJ
