1234, And Another Decimal Or Two
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1234, And Another Decimal Or Two

Today Apple offered us a refresh of their entire iPod line, making us want to blindly toss our money at the company once again. One Torontonian, however, is getting some coin thrown her way—big time. Indie darling Leslie Feist has found her track “1234” at the core of the new worldwide iPod nano television spot. Even better, Apple is touting the device’s new ability to play video, and prominently features the “1234” clip, directed by Patrick Daughters (Yeah Yeah Yeahs, Death Cab For Cutie).
Feist is a lucky woman—most artists barely make money (if any, after recoupable costs) on album sales, and the publishing royalties and promotion involved in television spots and movie trailers can be lucrative. “1234” is actually a co-written track, penned mainly by Australian songwriter Sally Seltmann (New Buffalo), and appears on Feist’s most recent album, The Reminder. The songs “Mushaboom,” “My Moon My Man” and “Gate Keeper” have also appeared in ad campaigns for Lacoste, LG, and HSBC, respectively, though Feist allegedly turned down a whopping million bucks when McDonald’s asked to use “Mushaboom” in a television campaign.
“1234” has also already appeared in an eBay Australia commercial, and if previous iPod ads are any indication, the track is about to shoot to the top of the iTunes charts. The use of “Hey Mama” by the Black Eyed Peas in the first iPod “silhouette” campaign played a part in Elephunk‘s massive success, and the inclusion of Jet’s “Are You Gonna Be My Girl?” helped bring the band out of obscurity.
As for Feist, she seems to have mixed feelings. Commercial endorsements are “ridiculous things that have nothing to do with why I am here,” she told the Sydney Morning Herald this month. Maybe so, but a girl’s gotta eat.
Photo courtesy of Apple.