Earlier this summer, Apple revealed the international TV spot for the “That’s iPhone” marketing campaign introducing its Face ID component featuring the song “Nice” by GRAMMY Award-winning producer Latroit (Dennis White). Latroit updated the song further for the summer featuring vocals by urban artists B4NG B4NG & LOOMIS titled “Nice (Twice As Nice).” Today (August 22), he has made available its corresponding video.
View it now here:
The video – directed by Latroit as a hybrid of polished and BTS footage–was shot at the ragdoll pink palace, a life size doll house in West Hollywood and the backdrop of the recent photo shoot for LIZZO in Playboy. Featuring B4NG B4NG and LOOMIS alongside Latroit, it’s a strong visual presentation for the soulful downtempo dance track with 90’s throwback rap performance. Also making an appearance in the video Is Spike, a Los Angeles based fine artist, drag performer and winner Mr. Precinct leather 2018 and first runner up Mr. Los Angeles Leather 2018 and actor/ model and pop culture personality Ashleigh Morghan.
B4NG B4NG (pronounced Bang Bang) is part of the House of Latroit stable –an artist discovery collective founded by Dennis White (Latroit) with the idea being that Latroit utilizes the platform of his successes to help nurture the early stage careers of emerging artists including Australian vocalist Charlz, DJ/producers Ghastly, Sullivan King, i_o and rapper B4NG B4NG who is featured on “Nice.”
B4NG B4NG is also known as Germfree, an East LA-based underground battle rap champion who has appeared in six episodes of The Cypher Effect. She was discovered by Slash (GnR) and Boondock Saints director Troy Duffy, resulting in the B4NG B4NG/ Slash video and release “Punch Drunk Lover” and appears with Xzbit in the legendary rappers 2019 directorial debut Broken Ground.
Her friend, emerging R&B artist, model and Valley Girl LOOMIS has performed with Salt n Pepa, Snoop Dogg, Lisa Lisa, Bone Thugs and Harmony on the Bobby Dee Presents tour.
The “That’s iPhone” marketing campaign introducing its Face ID component 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 “Nice.” View it here: https://youtu.be/1eQ6n9uZ8Ls
Variety checked in with Latroit for their “Songs For Screens” column:
Available now on all DSP’s, “Nice” and its vocal counterpart “Nice (Twice As Nice)” are fine additions to the repertoire of composer and performer Latroit. 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.
About Latroit:
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.
Advertising
