Stephany Springer

Singer in iPod Commercials Receives 1, 2, 3, 4 Grammy Nods



Posted: Tuesday, February 05, 2008

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When the Apple iPod commercial featuring Feist's song '1234,' the first question on my lips was, "Who is that?" Feist has come a long way in a short time from that commercial including four Grammy nominations including one for best new artist.

That one is probably the most amusing to the 32-year-old artist who has been performing for half her life. The Canadian singer began as the lead for a punk band when she was 17. After two years, the screaming had taken a toll on her voice and she left her home of Calgary and headed to Toronto to see a doctor who specialized in singing related injuries.

While there, a friend turned her onto indie artists who actually sang melodically, like PJ Harvey, Portishead and Luna. She was hooked and began writing and becoming involved in Toronto's music scene.

The album up for the awards on Sunday's Grammys, "The Reminder," was actually recorded two years ago in Paris. It was the first album that Feist felt totally content with, but even then it wasn't mainstream until Steve Jobs ad department came knocking.

The commercial is catchy in its simplicity. A stack of multi-colored iPod Nanos all playing the same video. A whimsical song featuring a group of people dancing in a warehouse. The choreography was reminiscent of the video for Fatboy Slim's 'Praise You.' And when it was over, everyone was googling '1234.'

For Feist, it was not only a coming out party, but a chance to do something she's never done before. Perform in larger venues. She admitted before she played in her first theater that she had never even seen a concert in a theater.

There is evidence every day of talented artists, singers and performers. It is amazing that all it takes for one to go from relative unknown to four-time grammy nominated, large venue filling pop star is a 30 second spot selling something other than themselves. For Feist, there is no new in "best new artist," other than new experiences.
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