CRi calls Apple Watch ad a ‘life‑changing’ milestone for his career

Montreal electronic musician Christophe Dubé, known as CRi, is 36. Apple recently purchased his six‑year‑old track “Naissance” for a worldwide advertising campaign promoting the Apple Watch Series 12.

Dubé’s publicist got a call from Apple three weeks ago asking for the isolated audio. A week later Apple sent an offer to buy the song, and the deal was sealed quickly.

The ad, released this week, has already gathered millions of views on YouTube, giving CRi unprecedented global exposure.

Dubé described the deal as “life‑changing” and said it marks a major career milestone, something he once only dreamed of achieving.

He added that the agreement proves large companies still value human creativity even as artificial intelligence reshapes the music industry, and it shows how Canadian artists can successfully collaborate with American firms despite broader tensions.

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