Finneas, the acclaimed artist and brother of Billie Eilish, has unveiled a new musical mnemonic for Apple TV+ Originals. This new piece will play alongside the Apple logo before each show or film, similar to how Netflix employs its “Tudum” theme. Finneas shared insights about this project in an interview with Variety, explaining the significance of creating a memorable auditory identity for the platform.
The term “mnemonic” refers to a distinctive sound that evokes a brand, and Finneas noted its importance in the context of modern streaming. He stated, “The things that I think of as real classic mnemonics are NBC — you can hear that in your head — or HBO has its static.” He emphasized that for viewers binge-watching popular series like Ted Lasso or Severance, hearing this mnemonic multiple times a day makes it crucial for it to be both catchy and representative of the content.
Three Variations for Different Contexts
Finneas elaborated on the creation of three distinct versions of the mnemonic tailored to various types of content. The primary version, lasting five seconds, will play before episodes of television shows. A shorter, one-second version will serve as a quick sound bite for movie trailers. Additionally, a more elaborate twelve-second rendition will accompany Apple Studios original films such as Killers of the Flower Moon. This longer version aims to create a more cinematic experience, taking advantage of the extra time to evoke a grander atmosphere.
The multiple Grammy-winning artist expressed his excitement about this opportunity on social media, writing, “Created the new mnemonic for Apple TV. Never thought I’d get to do something like this but I am so honoured and truly couldn’t have enjoyed working on it more.” He highlighted his admiration for Apple’s innovative approach, stating, “Hope this very short piece of music feels like it matches the things I love about Apple so much – They make such beautiful tools. Lucky to use em.”
Recent Collaborations and Activism
In June, Finneas formed a new band called The Favors with fellow artist Ashe. Their debut single, “The Little Mess You Made,” has garnered attention for its emotional depth and melodic composition. That same month, Finneas also made headlines when he revealed that he was tear-gassed while participating in a peaceful protest against the operations of the Immigration and Customs Enforcement (ICE) department in Los Angeles.
As Finneas continues to expand his musical repertoire and engage in social issues, his work on the new mnemonic for Apple TV+ showcases his versatility and commitment to creating memorable experiences for viewers. The new tune promises to enhance the streaming platform’s identity, positioning Apple TV+ among the notable players in the competitive landscape of digital entertainment.
