- Brand - Sonos
- Spot - Apple Music + Sonos feat St Vincent: Rocking Out At Home
- Music Title - When U Need Me
- Artist - Mura Masa
- Composer - Crossan
- Publisher - Kobalt obo Ministry Of Sound Publishing
- Master Rights - Universal - Polydor
- Ad Agency - 72andSunny Los Angeles
- Creatives - Glenn Cole, Paul Sincoff, Jeremy Wirth
- Film Company - m ss ing p eces
- Film Director - Josh Nussbaum
- Air Date - 14/02/16
Barely two months into the New Year and BBC Sound Of…2016 shortlister Mura Masa is rapidly emerging as a sync sector favourite on both sides of the Atlantic.
Christened Alex Crossan, the 20 year old EDM writer/producer from Guernsey in the Channel Islands has already dropped tracks into spots for teen fashion brands like BooHoo.com and PrettyLittleThing.
But inclusion of a new title When U Need Me into a high profile Sonos/Apple Music home entertainment commercial which broke on US TV during the Grammys broadcast – and is currently airing online in the UK – suggests that his sample heavy, Trap-style sound could appeal to a much broader audience.
Having already licensed his own Anchor Point label to Universal Polydor in the UK and Interscope in the US, Sussex University-educated Crossan recently became the first signing to Ministry Of Sound’s new publishing arm.
“This is a brilliant start for the company and signals the start of a big year for Mura Masa,” says MOS Publishing director Ben Bodie.
Ministry Of Sound’s catalogue is administered by Kobalt Music, whose LA-based head of Global Sync and Brand Partnerships Jeannette Perez secured the sync with agency 72andSunny.
“Sonos is a cutting edge brand which likes to be on the precipice of what’s new and fresh musically,” says Perez. “It took a lot of pitching but finally the stars aligned as one of the producers at 72andSunny became a big fan.”