Latroit's Single "Nice" Featured in Global iPhone Campaign, Gets Stellar Music Video Treatment
Earlier this summer, Apple launched the new “That’s iPhone” international marketing campaign where its powerful new Face ID feature was announced to consumers. As part of their long-standing penchant for 'hip' and casual cultural integration, Apple featured the new single "Nice" by Grammy-winning producer Latroit (real name Dennis White), a perfect embodiment of their aesthetic of cool, sleek, and culturally relevant products. Latroit's "Nice (Twice As Nice)" featuring the vocals of talented urban artists B4NG B4NG & Loomis is exactly the vibe Apple needed for their innovative new feature launch.
“The idea that Apple, the company with whom my creative output is so inextricably linked-I mean…”Nice” was written on a MacBook Pro!- The idea that Apple would use the song for an iPhone campaign years later wouldn’t have been something I’d have even contemplated. Getting that call felt a little like when I won the GRAMMY™ award last year with the remix I’d done for Depeche Mode. Just really surreal. For those of us in the artist community, an opportunity like this is literally like winning a major award. It’s a life event.”
Following up on the hype garnered by the absolutely massive Apple commercial placement, Latroit, and his collaborators, have also put together a phenomenal music video that really brings "Nice (Twice As Nice)" to life.
Directed by Latroit himself, the video was shot on location at the ragdoll pink palace, a lifesize dollhouse located in West Hollywood that is both immersive and visually stunning; it was also recently used for the high-profile LIZZO photoshoot featured in Playboy.
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With rising urban acts B4NG B4NG & Loomis, the "Nice (Twice As Nice)" video creates the perfect visual aesthetic for the retro-inspired, soulful dance track and accompanying 90's throwback rap vocals. Also featured in the video is Spike, a Los Angeles fine artist and drag performer who was nominated for Mr. Precinct Leather 2018 and Mr. Los Angeles Leather 2018, as well as actress and model Ashleigh Morghan, a powerful pop-culture influencer in her own right.
Watch the video and stream or download "Nice (Twice As Nice)" today!
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