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News August 27, 2020

Alice Ivy’s song with Ecca Vandal is taking over international TV screens right now

Alice Ivy’s song with Ecca Vandal is taking over international TV screens right now

It’s a proud moment when one of Australia’s hardest working artists becomes a global export. That’s exactly how we felt to learn that Melbourne producer Alice Ivy is taking over international screens in a big way right now.

Alice Ivy’s single ‘In My Mind’, which features singer-songwriter and rapper Ecca Vandal, has been synched to a global Apple campaign.

Launched globally on August 17, ‘In My Mind’ is the soundbed for Apple’s global “Shot on iPhone” campaign.

The advert, which featuring diverse and colourful photo creations edited on an iPhone, is being played on Good Morning America as well as during the NBA play-offs, NHL finals, AFL season on Fox Footy, YouTube pre-roll, TikTok advertisements, and local TVCs in the 175 countries where Apple operates.

Watch the clip for Apple’s “Shot on iPhone” campaign:

Speaking to TIO, Alice Ivy said this current wave of global ubiquity is “surreal”.

“Watching ‘In My Mind’ blow up in different parts of the world is honestly a surreal feeling,” she said. “Especially from lockdown in Melbourne!

“When Ecca and I were writing this song I can remember us both saying how special it was and it just felt like it was destined to go places! Seeing that actually happen now is absolutely mind-blowing”.

Ecca Vandal told TIO she put her heart and soul into the track:

“It’s special to see this song doing it’s thing out there in the world! You know, every collab is unique. You never know where things will lead.

“All you can do is put the absolute best of your heart and soul into the moment when creating it,” she added, “and that’s exactly what we did when we wrote this in Annika’s studio over a year ago, sipping bubble water and having D&Ms through the (multiple) power outages! The memories during the writing process were already pretty cool, so this Apple commercial is like a juicy cherry on top!”

Watch the official ‘In My Mind’ video:

Zac Abroms, who manages Alice Ivy through his Viceroyalty firm, told TIO the timing of this global push couldn’t have been better.

“With her new album still looming large in the rearview we couldn’t have scripted the timing of this any better if we’d tried. When it comes to breaking an act internationally, hitching your wagon to Apple is a dream outcome for any artist. ‘In My Mind’ is one of the older moments from the record and I think that speaks to the quality and timelessness of Alice and Ecca’s craft.

“There’s a widely-held perception that the life-cycle of music occurs at light-speed these days,” he added, “but maybe the old adage that ‘great songs will always find an audience’ still rings true.”

It’s been a beautiful ascent for ‘In My Mind’. It cracked the Top 50 on the Shazam Top 200 charts this week, bumping out Taylor Swift and Miley Cyrus for the #47 spot. The track also debuted at #1 on Shazam’s 7-day US Discovery Chart.

shazam discovery chart alice ivy

Alice Ivy also hit #2 on the ARIA Dance Albums Chart with second studio album Don’t Sleep, and as previously reported by TIO, inked a global publishing JV with Concord Music and Native Tongue last month.

This article originally appeared on The Industry Observer, which is now part of The Music Network.


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