Apple featuring a Russian band in their marketing campaign.
Yat-Kha — Tuvan Rock Band / Source
On the 15th of September, Apple revealed to the world its new titanium iPhone 15 Pro. Unless you have been living in complete isolation over the past weeks, you must have already been digitally bombarded by its aggressive commercial ads campaign — capturing the attention with its tantalising and tribal rhythms: “Karangailyg Kara Hovaa (Dyngyldai)” by the artist Yat-Kha.
Iphone 15 Pro | Titanium | Commercial Ad Yat-Kha is a rock band that comes from the Republic of Tuva in Russia.
Tuva has a complex history, with periods of independence, rule by various Mongol states, and eventually incorporation into the Russian Empire and, later, the Soviet Union. It became the Tuvan People’s Republic in 1921, a satellite state of the Soviet Union, and later an autonomous region within the Russian Federation by referendum.
They are known for their unique throat singing, called “khoomei” or “Tuvan throat singing,” which has gained international recognition.
Is Apple sending a message of peace?
Apple Inc., founded in a garage in Cupertino, California in 1976, has become an iconic symbol of American innovation. It has not only revolutionized consumer electronics but also played a pivotal role in the country’s economy, providing jobs, fostering entrepreneurship, and influencing global technology trends. Apple’s sleek designs and “Think Different” approach have set it apart, making it a symbol of American ingenuity.
Choosing Tuvan music for the American brand might not be a coincidence.
In marketing and advertising, the choice of music and imagery is often guided by the desire to connect with the audience on an emotional level.
It’s important to note that the process of gaining republic status for Tuva was largely peaceful preserving its unique cultural and historical heritage within the framework of the Russian state.
In the current geopolitical context where international (business) relations play a significant role, the choice of using a Tuvan song (which has cultural and historical ties to Russia) in an American advertisement (distributed globally) could potentially be seen as an invitation for discussion or interpretation.
Behind The Lyrics
The song is in Tuvan, its indigenous language. Note that traditional Tuvan culture includes shamanism.
The few verses translate as follows:
“Like the black crow, it flies, it flies And grazes the tops of the trees, it flies, it flies And with your eyes, look above, it flies, it flies.
It calls to the top of the trees, it flies, it flies. Let the eagle soar, it flies, it flies And climbs to the sky, it flies, it flies
And with your eyes, look above, it flies, it flies It calls to the top of the trees, it flies, it flies Like the black crow, it flies, it flies
And grazes the tops of the trees, it flies, it flies And with your eyes, look above, it flies, it flies It calls to the top of the trees, it flies, it flies”
The poetic lyrics appear to have cultural or symbolic meanings.
The lyrics seem to describe the flight of birds, specifically using the imagery of a black crow and an eagle, both of which are powerful and majestic birds. The repetition of phrases like “it flies, it flies” emphasizes the idea of flight and freedom.
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