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

ENTERTAINMENT Canadian musician CRi lands ‘life-changing’ campaign with Apple By Alessia Simona Maratta Global News Posted September 12, 2026 5:00 am 2 min read Watch: Montreal musician strikes 'life-changing' deal with Apple LEAVE A COMMENT SHARE THIS ITEM ON FACEBOOK SHARE THIS ITEM ON X SEND THIS PAGE TO SOMEONE VIA EMAIL SEE MORE SHARING OPTIONS DESCREASE ARTICLE FONT SIZE INCREASE ARTICLE FONT SIZE 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. The campaign, released this week, features “Naissance,” a track created by Quebec artist CRi, whose real name is Christophe Dubé. Dubé, 36, said the process moved quickly. About three weeks ago, his publicist received a call from Apple requesting the isolated audio track. Then, about a week ago, the company contacted him again with an offer to purchase the song. The musician described the deal as “life-changing.” For an artist, Dubé said, having music featured in a global Apple campaign represents a major milestone. STORY CONTINUES BELOW ADVERTISEMENT “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. Get daily Montreal news Get daily Montreal news delivered to your inbox so you'll never miss the day's top stories. SIGN UP FOR DAILY MONTREAL NEWSLETTER GET STARTED BY PROVIDING YOUR EMAIL ADDRESS, YOU HAVE READ AND AGREE TO GLOBAL NEWS' TERMS AND CONDITIONS AND PRIVACY POLICY. “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. It’s kind of part of the dream and I still can’t believe that it happened for me actually. It’s crazy.” The track, whose title translates to “birth” in English, was originally created six years ago. MORE ON ENTERTAINMENT MORE VIDEOS Princess Diana’s ‘revenge dress’ to go up for auction in New York City Alec Baldwin says new documentary on ‘Rust’ shooting shows ‘me at my worst’ Judge Judy Sheindlin retiring from on-camera work after 30 years Singer D4vd sued by parents of murdered teen he is accused of killing 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. He also sees…