Musician CRi secures global Apple Watch advertising campaign

Montreal-based electronic musician CRi, whose real name is Christophe Dubé, has secured a major career milestone through a global advertising campaign for the Apple Watch Series 12. Apple purchased his track “Naissance,” which translates to “birth,” for use in the worldwide promotion.

Dubé described the deal as “life-changing,” noting that the acquisition process moved rapidly from an initial request for the audio track to a formal purchase offer within a few weeks. The track was originally composed six years ago.

Beyond the financial implications, Dubé expressed that the partnership highlights the continued value of human creativity in an era of increasing artificial intelligence and serves as an example of successful cross-border collaboration between Canadian artists and American corporations.