A few days ago Prefix Mag had a post about the appearance of She & Him in a new iPhone commercial. In the commercial the narrator uses her iPhone app to tell her what artist she is currently hearing. Rotating through her albums other “indie” artists such as Neon Indian, Grizzly Bear, Matt Costa and even mainstream commercial artists such as Phoenix, Ne-Yo and everyone’s favorite Owl City. Now there’s an argument stating that if the person had these artists in her iPod how could she not know who She & Him are. Surely Zooey Deschanel’s popularity should lead She & Him to be bigger artists than Neon Indian and Matt Costa. But today’s market is so over flooded with so many “indie” artists that not everyone will really have attention span or the air in the nose elitism to really pay attention to every band out there. Yes, even if the artist contains a polarizing celebrity. On top of that, there is such a criss-cross in genres and levels of celebrity that just can not be contained to one market, demographic or target audience. The influx of information is just too much. The music machine slaps us with too much trying to squeeze every penny. And if said person coincidentally heard Owl City or Phoenix first? Well, kudos to their strategic marketing team.
And one other thing. Their new album Voltume Two may not be out officially but it is available in the iTunes store.
MP3: ”In The Sun“
Website: http://www.sheandhim.com
MySpace: http://www.myspace.com/sheandhim
Facebook: http://www.facebook.com/sheandhim
Twitter: http://www.twitter.com
Purchase: Volume Two
Label: Merge
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