Dance music’s continued crash into the mainstream was felt at Apple’s “It’s Glowtime” event yesterday, where the tech giant’s formidable marketing team soundtracked the reveal of the iPhone 16 with some of the biggest electronic tracks of 2024.
Chief among them, Ahadadream, Priya Ragu, and Skrillex’s runaway smash “TAKA” prestigiously launched the latest iteration of Apple’s flagship device, with the track’s famously arpeggiated percussion punctuating a whip-around video showing off the new features of the iPhone 16.
Alongside further reveals of the Apple Watch Series 10, the full family of iPhone 16 Pro products, and the company’s latest AirPods, the event, held at Apple’s Cupertino, California headquarters and live streamed via YouTube, featured Fred again..’s mammoth collaboration with Anderson .Paak and CHIKA, “places to be,” and another star-studded collaboration in Justice and Tame Impala’s “Neverender.”
Underground electronic heroes Sofia Kourtesis and Avalon Emerson also got some much-deserved shine at the reveal event, which showcased Kourtesis’ remix of Vandelux’s “To Love Again,” and “A Dam Will Always Divide,” a flowing alternative track from Emerson’s latest album, & the Charm, recorded with her live band.
Ahadadream, the London-based clubland favorite and primary songwriter on “TAKA,” shared his excitement for the new ad spot on Instagram yesterday, writing, “Was watching the keynote event online n got so gassed when it came on (especially where they show a cheeky Shazam at 1m23s).”
He’s right to be excited, and dance music fans should be too. While this isn’t the first time dance tracks have appeared in Apple’s ever-revolving door of keynote presentations and marketing campaigns, the company’s tracklist choices for these events have become a marker of musical trends through the years—so much so that they publish their playlist selections from each year’s Worldwide Developers Conference (WWDC) on Apple Music.
The company’s marketing maestros clearly love to mash up the dance, and we can only hope that more tunes from our favorite producers will collide with the world’s biggest tech company for many iPhones to come.
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Featured image from Ahadadream.
