Chairlift | Music Previews | South Florida | Broward Palm Beach New Times | The Leading Independent News Source in Broward-Palm Beach, Florida



Somewhere along the line, Apple Computer Inc. started hiring staffers with a knack for searching out perfect pop songs. These employees have an acute sense for picking catchy, pop-driven songs to pimp their lines of iPods. More often than not, Apple catches lightning in a bottle with the songs, and they become fantastic vehicles for Apple's newest technology. Brooklyn-by-way-of-Boulder electronic pop trio Chairlift is the outright epitome of iPod fame. The band's song "Bruises" landed in the aforementioned commercials, and the rest was history. It really goes to show how one seemingly innocuous song in an iPod commercial can cement a band's career. Perhaps the band suffers from a lack of an inspiring or unique locale, having moved from Los Angeles to the Williamsburg part of Brooklyn. Perhaps it is content with having a career defined by an MP3 player. Whatever the case, Chairlift is banking on the idea that people will listen to its music because of the efforts of one dedicated Apple employee. It's a tenuous aspiration, but the band knows the pending consequences, and it seems just fine with that.

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Michael Lopez

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