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Could Yael Naim be the next Apple idol?

You know when you see something and you just have to have it? You want it, you need it. You simply cannot live without it. Well, that’s what I felt the first time I saw the new MacBook Air ads.




How amazing is that? Wait — sorry, you thought I meant the laptop? I mean, sure, it’s thin and all. But what really caught my attention was the song. That light, dare I say airy, tune playing in the background is “New Soul” by French-Israeli singer Yael Naim.

I have to hand it to Steve Jobs; the man can pick some good music. He helped launch the spectacular Feist with her ubiquitous iPod nano commerical. And now, Yael is poised to become Apple’s next big superstar.

Yael was born in Paris and raised in Israel. Her music — sung in English, French and Hebrew — mixes her classical background, pop and jazz with her musical collaborator and drummer David Donatien’s West Indian heritage. The result is both new and soulful.

Also check out Yael’s cover of the Britney Spears hit “Toxic.” There should be a rule that every silly dance song must be redone by a woman with a smoky French accent. Seriously, could we get that passed into law or something?




cleverasabelle's picture

Considering this is the

Considering this is the third or fourth time I've read about her this week, I think it's safe to say that her star is definitely on the rise. I don't know how Steve/Apple does it, but I hope they keep doing it. I think it's beyond awesome that they use "unknowns" in their commercials instead of the same old tired pop songs we're hearing constantly on the radio.
Slym's picture

Whew!!!

Ms. S. you had me worried there for a minute! Thought you were referring to the PC itself (phew). The thought of you with no optical drive, battery, etc.... I can't even bear to think about it. Why were would I get my daily fixes from? A day without your witty snark is unimaginable. Thank goodness it's not so. Anywho, I support your lame play on... I mean... incisive musical critique. :)
DameRhetorica's picture

Not to quibble (too much)

But just FYI, Slym, the computer in question is actually a Mac, not a PC, and though it's without all kinds of things--being slim calls for sacrifices, I guess--it does have a battery, and a replaceable one at that.
imthey's picture

Beautiful

I really enjoyed the video and song "New Soul"... it, like the artist herself seems beautiful and joyous.  It's nice to see the wonderment of life shine through Yael, it's like watching a newborn take in the world around her.  
 
I have to hand it to whomever chooses the music for Apple and their commercials... I love being "introduced" to these fresh new faces! 
 
I only hope that these new artists will be allowed to flourish and not have their obvious talent remade by the "Hollywood Machine" that tends to like to box artists into a category and turn them into the next "big thing" but only by forcing them to remake their image and their music. 

 

"Think Sideways"

    I M THEY

katelibby's picture

her album

is amazing. she is a lot like feist. amazing.
FLPhillyGirl's picture

Her music is catchy....

As soon as I heard the new "air" commercial for Apple I had to buy the song for my iPod. She has a great sound.

iTunes is offering a free single by her this week, which is also very good.  

 

"It's mercy, compassion, and forgiveness I lack; not rationality." Kill Bill Vol 1

FireWontQuell's picture

can I just say I ADORE her

can I just say I ADORE her jacket in the first picture!!!

anyone know where it's from?

ameliefanatic's picture

that is just ace!

first time i've heard her,and i've promptly recommended her to my nearest and dearest - that is cool. and further to the fashion-directed question above, could i ask the same about her scarf? i want it!
Amylin's picture

!!!

I'm so happy you made a post on Yael Naim!!! Her album is priceless!!! I was so happy her song was chosen for Apple's ad' because she deserves to be known. I had her CD before that ad', and it's fantastic. One of my favorite in 2007.
trihardist's picture

I thought you meant . . .

"You know when you see something and you just have to have it? You want it, you need it. You simply cannot live without it." 

I read that and saw the picture, and thought you meant the beautiful and talented Yael herself.  That's kind of how I feel ;-) 

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"From error to error, one discovers the entire truth."

- Sigmund Freud 

Trihardist's Blog
myrainbow's picture

Yeh, I knew from the start

where you were going with this--I too got caught up in the music!  Danka for putting a face to it.
Lezliemac's picture

Steamier Yael...

awesome Yael, she's huge in france

For a steamier version of Toxic, see her live a few weeks ago in paris :

http://fr.youtube.com/watch?v=estBJikaMUw

 

even if there's a guy there too...

TheFox's picture

Well this is mildly

Well this is mildly disturbing... I haven't heard of her at all before reading this. Seeing as I'm not the most.. Uh.. Well-informed Israeli out there, I asked some friends who are a little more Israeli than I am, but no hits thus far. (I also googled her Hebrew self, not much at all out there other than a couple of interviews, but she does have a gig in Tel-Aviv next Friday if anyone's interested... :P)

So now AfterEllen.com is also my source of Israeli news, lovely!



- Fox
GayLo's picture

sneaky apple

The weirdest thing is that i swear steve jobs breaks into my best friend, sandy's, playlist because she was totally blasting the feist song before it ever was on the nano commercial, and she's had New Soul as her myspace song for months. She's my music guru.

Either way, i love that apple chooses these unknowns and has the ability to completely skyrocket their careers overnight.

pecola's picture

Signed to Atlantic

From Billboard:

Exclusive: Atlantic To Release Yael Naim Album
Right now, the only way to get a copy of Yael Naim's "New Soul," which is prominently featured in the new Mac Air ad, is to buy it on iTunes. Alternatively, a friend in France could procure you a physical copy of Naim's self-titled album, released there last October by label Tot ou Tard.

But that will all change March 18, when Atlantic releases the album in the United States, two months ahead of schedule. Naim has been signed to Atlantic stateside since 2007.

Like Feist's iPod Nano ad-soundtracking "1234" before it, "New Soul" is racing up the charts and doing big business online. This week, it debuts at No. 9 on the Billboard Hot 100 and No. 2 on Hot Digital Songs after shifting 135,000 copies, according to Nielsen SoundScan.

The success of the ad leaves Naim's team at Atlantic in a happy predicament. "When we signed her, we started off with this pretty much unknown girl who sings in Hebrew half the time and built our campaign around that. Now, we have to suddenly change everything," Atlantic head of international Torsten Luth says.

Luth says that while some components of the marketing campaign will change, many will stay the same. "We are going to release the same record that she released in France, with about half the songs in English and half in Hebrew," he says. "We are also going to use the original video. We want her to be able to be herself.

While still relatively unknown in the States, Naim is not a newcomer to the music business by any stretch. The French-born singer grew up in Israel and spent her mandatory military service as a soloist in the Israel Air Force Orchestra. She released her first album, "In a Man's Womb," via EMI in 2001, but left the label shortly thereafter, because, as she says, "I was young and became very disappointed in the system." Last October, "Yael Naim" debuted at No. 11 on the French charts.

Despite her history, Naim has never toured the States. "I'm excited to play over in America," she says. "When I was making the record, I never expected anything like this would happen."

A March performance on "The Ellen DeGeneres Show" is confirmed, and Naim will showcase at South by Southwest and in New York this spring before embarking on a tour.

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"Everyone is entitled to their own opinion, but not their own facts." - Sen. Daniel Patrick Moynihan


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