Canadian musician CRi lands ‘life-changing’ campaign with Apple

Montreal electronic musician CRi, whose real name is Christophe Dubé, has shared that he is still coming to terms with the most significant opportunity of his career after Apple purchased one of his songs for a worldwide advertising campaign. Dubé, 36, revealed that the process unfolded swiftly, with Apple initially requesting the isolated audio track from his publicist about three weeks ago.

Then, around a week ago, the company contacted him again, offering to purchase the song. Dubé described the deal as "life-changing," emphasizing that the inclusion in Apple's global campaign marks a major milestone for an artist. Despite having created the track, "Naissance," six years ago, Dubé expressed that he still cannot believe it has been used in Apple's campaign.

Beyond the financial implications, Dubé sees the agreement as a testament to the continued value of human creativity in the face of artificial intelligence's growing influence on creative industries. He also views the project as a testament to the positive impact of cross-border collaboration between Canadian artists and American companies, even amid political and economic tensions.

The campaign has already garnered millions of views on YouTube, providing Dubé with invaluable exposure for his music. For the Montreal artist, this experience represents a career-defining moment and an opportunity to introduce his work to a global audience.