If The Beatles were bigger than Jesus, are the xx about to rival Coca Cola?
London band, the xx, are no stranger to success. Their sound has that special quality that allows everyone to connect with it: it's fresh, unique, and yet familiar. Critics love it, and commercially it's been used for the 2010 Winter Olympics, and TV shows like "Grey's Anatomy", and "Beverly Hills 90210".
But global brand Apple have just released a new iPhone / iPod Touch application: beautifully-shot films of the band the xx, performing.
Just think about how often you idly play with your phone. Now imagine how many people have iPhones. In this age of digital interactivity, an iPhone app brings a level of infamy we can't even anticipate. the xx are going to the mass consumer audience.
Crossing a fame barrier is a sensitive moment in any artist's career. As time passes, and the growing fan base obsess over their subtle and lyrical sound, critics will wait with baited breath for "the (disappointing? mind-blowing?) second album". Like lambs to the slaughter, pressure like this can kill creativity.
I'm not going to make any stupid puns about these guys having the X factor (although I think I just did..?), but I feel these guys have the talent to produce a second album that parallels their incredible debut. However - a lot of success comes down to being supported creatively in difficult moments. I hope they have a good manager.
Anyway, here's my favourite part: sharing their music :) One of the great things about this band is that they don't have "a song". Each of these tracks stands alone. Enjoy.
"Crystalised" was used during the 3rd season of the TV show 'Gossip Girl'.
"VCR" was featured in an episode of 'Lie to Me'.
"Islands" was used in 'Grey's Anatomy'.
(This video was directed by Saam Farahmand. He later created "an audio-visual sculpture" of their album, which was the inspiration for the iPhone app.)
"Intro" was extensively used on television: in an AT&T commercial; during the series Cold Case; often during NBC's coverage of the 2010 Winter Olympic Games, for the BBC News Newsnight coverage of the 2010 general election; and also in Law & Order on the Dutch television network Net 5. (thanks Wiki)
"Heart Skipped a Beat" was featured in a 2009 episode of '90210'.
the xx are a trio from London, England, United Kingdom, formed in 2005. They studyied at Elliott School: a institution which also gave birth to Hot Chip, Burial and Four Tet. They have all just turned twenty.