The Aporia · Canadian musician CRi lands ‘life-changing’ campaign with Apple

Montreal-based electronic musician CRi, whose real name is Christophe Dubé, had one of his songs, "Naissance," purchased by Apple for its worldwide advertising campaign promoting the Apple Watch Series 12. The transaction took place over about three weeks from initial contact to deal closure. Dubé, 36, views this as a career-defining moment that validates the value of human creativity in the face of AI advancements and highlights cross-border artistic collaboration between Canada and the United States.

Written locally by qwen2.5:14b on 2026-09-12, using this article's own text rather than the other coverage of the same event (that is the story summary below).

Story summary

Montreal electronic musician CRi, real name Christophe Dubé, had a "life-changing" opportunity when Apple purchased one of his songs, "Naissance," for its worldwide advertising campaign promoting the Apple Watch Series 12. The process was swift; about three weeks ago, CRi's publicist received a call from Apple requesting an isolated audio track of the song, and then a week later, the company offered to purchase it. Dubé described the deal as significant for artists, considering featuring music in a global Apple campaign is often seen as a major milestone in their career. The 36-year-old artist expressed disbelief at how his dream scenario turned into reality, emphasizing its importance beyond financial gain by highlighting the value of human creativity in an era increasingly dominated by artificial intelligence.

Written for “CRi Apple Campaign” on 2026-10-28, grounded in this article and the 0 other(s) covering the same event.

📰 CRi Apple Campaign

Entertainment · 1 article(s) covering the same event.

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Beyond the financial impact, Dubé said the agreement reinforces his belief that major companies still recognize the value of human creativity at a time when artificial intelligence is transforming creative industries.

framing: assertive · carried by 1 article(s) · first seen 2026-09-12

🔮 “You know, for an artist, I would not say it’s a dream, but it’s most definitely a milestone,” he told Global News on Friday.

2026-09-12 · Global News

Canadian musician CRi lands ‘life-changing’ campaign with Apple · assertive framing

A Montreal electronic musician says he is still processing the biggest opportunity of his career after Apple purchased one of his songs for a worldwide advertising campaign promoting the Apple Watch Series 12. asserted

Apple → say → Series

The campaign, released this week, features “Naissance,” a track created by Quebec artist CRi, whose real name is Christophe Dubé. asserted

name → release → CRi

Dubé, 36, said the process moved quickly. asserted

process → say → ?

About three weeks ago, his publicist received a call from Apple requesting the isolated audio track. asserted

publicist → receive → track

Then, about a week ago, the company contacted him again with an offer to purchase the song. asserted

company → contact → song

The musician described the deal as “life-changing.” asserted

musician → describe → deal

For an artist, Dubé said, having music featured in a global Apple campaign represents a major milestone. asserted

music → say → milestone

“You know, for an artist, I would not say it’s a dream, but it’s most definitely a milestone,” he told Global News on Friday. asserted

he → know → Friday

Get daily National news “When you start to make music, you think maybe one day I will play Coachella and maybe one day Apple will use my music for one of their worldwide campaigns. asserted

Apple → get → campaigns

It’s kind of part of the dream and I still can’t believe that it happened for me actually. asserted

it → ’ → me

It’s crazy.” asserted

It → ’ → ?

The track, whose title translates to “birth” in English, was originally created six years ago. asserted

title → translate → English

intelligence → say → industries

He also sees the project as an example of the benefits of cross-border collaboration. asserted

He → see → collaboration

Dubé said the partnership demonstrates that strong working relationships between Canadian artists and American companies remain possible despite political and economic tensions. asserted

relationships → say → tensions

The campaign has already attracted millions of views on YouTube, providing what Dubé called invaluable exposure for his music. asserted

Dubé → attract → music

For the Montreal artist, the experience marks a career-defining moment and a chance to introduce his work to a global audience. asserted

experience → mark → audience

Canadian musician CRi lands ‘life-changing’ campaign with Apple

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