Aussie Artist Scoring Massive International Attention With Song In New Apple Ad

You might have recognised a familiar track on Apple's latest 'Shot And Edited On iPhone' ad...

Melbourne artist Alice Ivy is now picking up global attention thanks to the use of her track In My Mind feat. Ecca Vandal being used in the campaign. 

The ad has now been played internationally during Good Morning America, major sporting events including the NBA, YouTube pre-rolls and TikTok advertising, while locally it's also been featured on Fox Footy and free-to-air channels. 

It's certainly gaining fans quickly too with In My Mind now the #1 song on Shazam's Discovery United States chart and #48 on the Shazam US Top 200 chart (the most Shazamed tracks in the past seven days), ahead of artists like Miley Cyrus, Post Malone, Harry Styles and more. 

READ MORE: Publishing Heavyweights Sign Aussie Producer Alice Ivy On Worldwide Deal

"When I found out that Apple wanted to use In My Mind in an iPhone commercial, I had to take a very long walk by myself to process it (the full hour of daily exercise we're permitted in Melbourne right now!)," Alice Ivy (real name Annika Schmarsel) told The Music.

"To be the #1 most discovered track in the US this week is something I'm still struggling to get my head around. 

"Ecca and I wrote this song in between power outages in my studio in Brunswick a couple of summers ago and for it to be connecting with so many people across the globe right now is mindblowing."

"Alice Ivy has been vibrating on a higher level for a minute now and at least for me it's felt like a watershed moment such as this was always on the cards at some point," added manager Zac Abroms.

"Landing a global Apple campaign and topping the US Shazam Discovery chart is a befitting capstone on the years-long hustle that culminated in the release of her new album last month, and in another sense it's the dawning of a new and exciting global chapter for her career." 

Alice Ivy's album Don't Sleep was The Music's Album Of The Week on release (find out why here) and check out In My Mind below. 

Alice Ivy

Ecca Vandal