Yesterday, July 8, Apple revealed the international TV spot for the “That’s iPhone” marketing campaign introducing its Face ID component. The commercial features a man napping peacefully on a lounger in his garden, woken up with a series of iMessages. By just raising his face, he’s able to unlock the phone and read the incoming message. The entire 30-second spot—aptly titled “Nap”–is set to the 70’s inspired slow jam that is Latroit’s newest single “Nice.” View it here: https://youtu.be/1eQ6n9uZ8Ls
Available now on all DSP’s, “Nice” and its vocal counterpart “Nice (Twice As Nice)” featuring Los Angeles based rappers B4NG B4NG & Loomis are fine additions to the repertoire of GRAMMY Award winning producer, composer and performer Latroit (Dennis White). The Los Angeles-based musician who hails originally from Detroit created a soulful piece of music that sets the mood just right. Check out “Nice” and “Nice (Twice As Nice)” now at https://smarturl.it/qgi50g and look for a proper music video to launch soon.
“The path to this Apple spot has been a pretty surreal and unlikely experience. I wrote “Nice” three years ago with a couple of friends for a laugh. We were just having fun, joking around in the studio,” says Latroit. “The idea that Apple, the company with whom my creative output is so inextricably linked-I mean…”Nice” was written on a MacBook Pro!- The idea that Apple would use the song for an iPhone campaign years later wouldn’t have been something I’d have even contemplated. Getting that call felt a little like when I won the GRAMMY™ award last year with the remix I’d done for Depeche Mode. Just really surreal. For those of us in the artist community, an opportunity like this is literally like winning a major award. It’s a life event.”
He adds, “The lesson here for artists is to just keep creating without thinking too much about why you’re doing it, what the outcome may or may not be. You never know what unforeseen opportunities might be around the corner for your work, and you never know which thing it is that is going to react.”
Dennis White (aka LATROIT) is a GRAMMY™ Award winning producer, composer and performer with ARIA and BPI certified gold, platinum and double platinum selling records, over twenty top 10 Billboard Club Chart tracks & remixes, and dozens of TV & Film placements. His place in the annals of dance music history is assured by his work with the pioneering Detroit techno group Inner City, his release “Happy People” as Static Revenger (charted by Fatboy Slim as one of the top 10 songs of that decade), DJ tours through five continents, and the recent oeuvre of Latroit releases, notably highlighted by the 2018 GRAMMY™ Award for ‘Best Remixed Recording’ – Depeche Mode “You Move” (Latroit Remix). Although no stranger to releases on the world’s preeminent independent and major labels, the Berklee College of Music graduate runs his own label imprint, House of Latroit, hosts the bi-monthly podcast House of Latroit. Both of these endeavors support his passion for discovering and promoting emerging musical talent from around the world. From an early start in the Detroit underground to the critical embrace of his current collection of work, Latroit’s music holds history in one hand and the future in the other.