FINNEAS, the solo artist, producer, and songwriting partner for his sister, Billie Eilish, has written the new piece of audio that accompanies the Apple logo ahead of all Apple originals, including film and television. The seconds-long track is called a mnemonic.
The details:
FINNEAS was approached by David Taylor, Apple’s Head of Music, with the assignment.
The new mnemonic accompanies the title of Apple TV+ being changed to Apple TV.
There are three versions of the mnemonic. A five-second version for Apple TV, a 12-second version for Apple Original films like F1: The Movie, and a one-second audio stab for smaller applications.
FINNEAS composed the music for the Apple TV limited series, Disclaimer.
What they said:
Finneas: “If you’re binge-ing the whole season of Ted Lasso or Severance or Disclaimer, you’re going to hear the mnemonic 10 times in one day. So it’s gotta be something that’s like the bite of ginger between rolls. That’s such a short amount of time to have something be effective, but also be sort of memorable, and so that was the challenge and also the fun part here.”
Taylor: “Finneas was the perfect creative partner to create our new sound because his relationship with Apple is deeply authentic, beginning from his early days of him producing music and most recently his incredible score for Disclaimer. When we set out to create a mnemonic that would represent Apple Originals, we wanted to work with someone who truly understands our brand’s emphasis on creativity and storytelling and would approach the process in a beautiful and emotional way. He delivered a completely original sound that feels cinematic and magical, serving as a welcoming invitation for viewers to enter the world of Apple Originals.”
