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"With the iPod and the iTunes store &amp;#x2013; both of which allowed users to discover and consume music like never before &amp;#x2013; Steve Jobs and his company gave musicians a simple and direct route to listeners&amp;apos; ears. But Apple&amp;apos;s commercials for these new products also encouraged a similar sense of musical excavation. While tracks by stadium-fillers like U2, Coldplay and Paul McCartney were featured, ads featuring catchy songs by lesser-known artists became the brand&amp;apos;s calling card &amp;#x2013; and audiences responded.\r\n&amp;quot;It&amp;apos;s the kind of exposure you literally couldn&amp;apos;t pay for in this day and age,&amp;quot; says the Submarines&amp;apos; singer Blake Hazard. In 2008, Hazard and her bandmate John Dragonetti&amp;apos;s jittery tune &amp;quot;You Me and the Bourgeoisie&amp;quot; was featured in an iPhone ad. Afterwards, &amp;quot;doors started to open,&amp;quot; Hazard says. &amp;quot;It started to feel like we were a part of popular culture. It was incredibly surreal.&amp;quot; British singer Jof Owen, whose indie-pop duo Boy Least Likely To&amp;apos;s woozy ditty &amp;quot;Stringing Up Conkers&amp;quot; soundtracked an iPhone 3GS ad earlier this year, shares a similar sentiment. &amp;quot;I never thought it would be one of the songs that ended up changing my life,&amp;quot; Owen says. &amp;quot;I have Apple to thank for that.&amp;quot;  For musicians, the impact of being featured in one of Apple&amp;apos;s ads revealed itself in different ways. Singer-songwriter Matt Costa, whose ballad &amp;quot;Mr. Pitiful&amp;quot; was used in a 2009 iPhone commercial, and whose album art for 2005&amp;apos;s Songs We Sing was featured on both billboards and on the sides of urban buildings,&amp;#xA0;had an unusual, rather repetitive reveal. &amp;quot;I&amp;apos;d be buying alcohol or using a credit card, and someone would say &amp;apos;Oh, Matt Costa. Doesn&amp;apos;t he make music or something?&amp;apos;&amp;#x201D; Costa says, adding, &amp;#x201C;When your name&amp;apos;s on a big Apple ad, people start to recognize you a little more.&amp;quot;\r\nRenowned DJ, Cut Chemist, known for both his solo work and as a former member of both rap-troupe Jurassic 5 and Latin-fusion collective Ozomatli, was on a global tour when his track &amp;quot;The Audience is Listening Theme Song&amp;quot; began going into heavy rotation in an iPod Nano commercial. Chemist, born Lucas MacFadden, saw the results immediately. &amp;quot;As I was going to different places, I would see it &amp;#x2013; in England and then Japan,&amp;quot; he says. &amp;quot;I still see the effect of that ad to this day.&amp;quot;\r\nApple has also changed the way musicians &amp;#x2013; especially those with a more do-it-yourself mentality &amp;#x2013; feel about aligning their work with one of the world&amp;apos;s largest corporations (or as they might put it, &amp;quot;selling out.&amp;quot;) Wolfmother frontman Andrew Stockdale believes this is because Apple has made life far simpler for those in his line of work: he says he can&amp;apos;t even count the number of demos he&amp;apos;s done on his iPhone using the voice memo feature. The shaggy-maned Australian guitarist had originally planned to leave the rollicking track &amp;quot;Love Train&amp;quot; off his power rock crew&amp;apos;s self-titled debut &amp;#x2013; that is, until Apple execs heard it and used it in a 2006 iPod commercial. Needless to say, Wolfmother ended up including the song on their album.\r\nLooking back, Stockdale feels no remorse for lending his band&amp;apos;s tune to an Apple ad. &amp;quot;I don&amp;apos;t think anyone can take an ethical or moral higher stance and say that being involved in an Apple ad is too commercial,&amp;quot; he says, quite emphatically. &amp;quot;Everyone is using (Apple&amp;apos;s products).&amp;quot;\r\nBoy Least Likely To&amp;apos;s Owen even goes as far to say that Apple products have become &amp;quot;natural extensions&amp;quot; of his life. &amp;quot;There is so much humanity in [their] products,&amp;quot; he says. &amp;quot;Steve Jobs changed the way we make and listen to music forever. He made it exciting again.&amp;quot;\r\nRelated&amp;#x2022;&amp;#xA0;Steve Jobs Remembered &amp;#x2022; The Spirit of 1976: Steve Jobs, Jimmy Carter, the Ramones and a Climate of Hope&amp;#x2022;&amp;#xA0;Steve Jobs, Apple Founder, Dead at 56&amp;#x2022;&amp;#xA0;Tributes Pour In for Steve Jobs&amp;#x2022;&amp;#xA0;Rolling Stone&amp;apos;s 1994 Interview With Steve Jobs&amp;#x2022;&amp;#xA0;Steve Jobs&amp;apos; Musical History&amp;#x2022;&amp;#xA0;The Birth of the Mac: Rolling Stone&amp;apos;s 1984 Feature on Steve Jobs and his Whiz Kids&amp;#x2022;&amp;#xA0;Steve Jobs: Rolling Stone&amp;apos;s 2003 Interview"^^<http://www.w3.org/2001/XMLSchema#string>
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