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- Posted on Jul 7th 2009 3:30PM by James Sullivan
In the video for his song 'Mr. Pitiful,' skateboarder turned songwriter Matt Costa clomps around San Francisco trying to attract some attention for himself. Making like a one-man-band in a crooked bow tie, he plays a portable keyboard and hefts a huge bass drum strapped to his back.
Costa has been trying to grab some attention with his music since a shattered leg ended his skateboarding aspirations. Signed to Jack Johnson's Brushfire Records after getting demo help from No Doubt's Tom Dumont, he's been standing in some pretty long shadows.
Now he's landed a prime spot in what has become a career-making moment for lots of indie acts -- the latest Apple commercial. In an ad for the iPhone 3GS, which features "Voice Control," the jaunty piano refrain from Costa's 'Mr. Pitiful' plays while a narrator explains the new feature.
To call a friend, the announcer says, you just tell the phone, "Call Dave Taylor." To play music, you say, "Play songs by Jack Johnson."
But it's Costa's song, isn't it? When the cover of Johnson's most recent album pops up, the music abruptly changes to a snippet of his song 'If I Had Eyes.' Poor Matt Costa gets no credit.
Despite the snub, we doubt Costa is crying poor-mouth. He wouldn't make the same kind of payday working a hundred opening-act slots. And no doubt he's happy to have any slice of the Jack Johnson community under voice control.
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