Finneas Crafts Potentially Ubiquitous Mnemonic Intro for Apple Originals (EXCLUSIVE)
Finneas O’Connell, an acclaimed musician and producer, has been commissioned by Apple to create a brief musical mnemonic for its Apple Originals programming. This short audio clip is meant to precede all Apple Original shows and films, establishing a unique audio identity for the brand.
Creating the Mnemonic for Apple Originals
Finneas describes the mnemonic as a “beautiful word for a logo” represented through sound. He pointed out that recognizable serial mnemonics, such as NBC’s theme or HBO’s iconic sounds, linger in the audience’s mind. Apple aims to achieve a similar level of familiarity with its original programming.
According to Finneas, Apple approached him to simplify the approach to their brand, particularly as they transition from Apple TV+ to a more unified Apple TV platform. This task was challenging as it required creating an effective yet memorable piece of music in a very short span of time.
Version Variations of the Mnemonic
The mnemonic comprises three distinct versions, each designed for different contexts:
- Main Version: A five-second clip heard before episodes of shows.
- Sting Version: A one-second sound for movie trailers or brief notices.
- Extended Version: A twelve-second piece, used in theaters ahead of Apple original films.
Each version differs in its composition, with the extended piece being more cinematic due to its longer duration.
Collaboration and Inspiration
David Taylor, Apple’s Head of Music, praised Finneas for his authentic connection with the brand. Taylor emphasized that Finneas’s creative approach resonated with Apple’s penchant for storytelling. He highlighted that the mnemonic serves as an inviting sound to welcome viewers into the world of Apple Originals.
Finneas composed the mnemonic in his home studio, finding that working with a real piano allowed him to create more organically compared to software. He aimed to evoke emotions like hope and mystery through the music, utilizing various sounds and techniques, including reverse audio and synthesizers.
Finneas’s Experience with Apple
Finneas has a long-standing relationship with Apple, starting from when his sister, Billie Eilish, was supported by the company early in her career. He expressed gratitude for the role Apple has played in his and Eilish’s success, noting their early promotional campaigns significantly boosted their visibility.
He feels it’s perfectly fine if viewers are unaware of his role in creating the mnemonic. Finneas values remaining an “invisible part” of artistic projects, aiming to enhance rather than draw attention to his contributions.
Conclusion
With this unique mnemonic, Finneas O’Connell aims to create a sound that will accompany viewers as they enjoy Apple Originals. The goal is to establish an emotional connection through music that resonates with audiences and becomes a lasting part of their viewing experience.
