Facebook R&B crooner Mario has been relatively quiet on the music front for…
- Posted on Jan 29th 2008 5:00PM by James Sullivan
'New Soul,' by Yael NaimIn the high-stakes world of high tech, the ruthlessly innovative Apple continues to push its image, however accurately, as the fresh, unsullied one. Like the company's candy-shop design aesthetics, the songs in its ads have been notably, youthfully inspired, from the Fratellis to Ozomatli. Even old farts U2 sound energized when 'Vertigo' first hit the air.
Now, with the new MacBook Air peeking out of its interoffice envelope for the first time, the company is putting forth another comer, Israeli pop star Yael Naim's 'New Soul.' She's naive, she's unsure, she's in a new place – and she's all right with that. It's all la-la-la's accompanied by the lightest, happiest Salvation Army band around. Naim, born in Paris but raised mostly in Israel, has apparently been a big deal in France of late. The Apple gig may well be the one that crosses her over the pond. She's like an accented Nellie McKay without the wickedness, maybe, or a Madeleine Peyroux who can sing in Hebrew.
And she's the latest example of how quickly selling out went from being an unforgivable indiscretion to an admirable career move, the savvy underwriting of your still-righteous indie career. In 'New Soul,' the singer blithely finds herself "making every possible mistake." Latching onto Apple's latest product roll-out won't be one of them.
Listen to the song!
Buy it on iTunes