Finneas on Creating a New Mnemonic Intro for Apple Originals — His Shortest Music Ever, but Possibly Soon to Be the Most Ubiquitous (EXCLUSIVE)

For its new audio mnemonic, Apple has strategically enlisted the talents of acclaimed artist Finneas, prioritizing sonic identity in a move that goes beyond traditional branding. This ultra-brief composition will precede every Apple Original film and series, likely becoming the most widely heard piece of music in Finneas's career, despite its mere seconds in length. The Oscar and Grammy-winning producer, Finneas O'Connell—best known for his groundbreaking work with his sister Billie Eilish on global hits like "Birds of a Feather"—described the mnemonic as a "beautiful word for a logo with sound." He reflected on the lasting power of classic audio logos, such as the iconic NBC chimes, noting their unique capacity to instantly summon a brand's identity in the listener's mind.

The project was initiated by David Taylor, Apple’s Head of Music, who challenged Finneas to create something memorable and impactful within an extremely constrained timeframe. This endeavor was part of a larger rebranding for Apple's streaming service, which saw the platform's name streamlined to Apple TV+ and its visual identity updated. Discussing the creative process, Finneas observed, “That’s such a short amount of time to have something be effective, but also be sort of memorable, and so that was the challenge and also the fun part here.” The collaboration resulted in three distinct versions of the mnemonic, each designed for a specific use case and ranging stylistically from minimalist to cinematic.

Among the variations are a five-second main version for television episodes, a one-second sting for trailers, and a longer, roughly 12-second iteration crafted for theatrical releases of major films like 'Killers of the Flower Moon.' For the cinema version, Finneas utilized the extra time to build a more expansive and rich auditory experience. David Taylor commended the partnership, stating, “Finneas was the perfect creative partner to create our new sound because his relationship with Apple is deeply authentic... He delivered a completely original sound that feels cinematic and magical, serving as a welcoming invitation for viewers to enter the world of Apple Originals.” This focus on a high-quality sonic identity reflects a broader industry shift where platforms are investing heavily in unique audio branding to stand out in a competitive market.

Working from his home studio, Finneas began the creative journey at his upright piano, searching for a chord that embodied hope and optimism while maintaining a sense of gravity and mystery. He built a layered soundscape around this harmonic core, employing unconventional methods like striking pieces of zinc and reversing the audio, combined with manipulated piano and bass synthesizers. A key aspect of his methodology involved composing to picture, drawing direct inspiration from the motion of Apple’s new visual logo. "I would never have come up with exactly what I came up with if I were making it without getting to see on screen what was happening," he explained. This technique ensured the sound and image were intrinsically linked from the outset.

Despite the mnemonic’s brevity, Finneas approached the task with profound dedication. He originally planned to present several options but became so convinced by one composition that he submitted it as the only candidate, recalling, "I really think this is the one that I want them to hear." After collaborative refinements with Apple, the final version was approved. This partnership is built on a long-standing relationship; Apple was an early champion of Finneas and Billie Eilish, featuring Billie in its "Up Next" artist program in 2017—a initiative designed to spotlight emerging talent and one that provided crucial early exposure. Finneas also credits accessible Apple technology, like the iMac and Logic Pro software, with enabling his own entry into music production, highlighting a symbiotic relationship between artist and brand.

Ultimately, Finneas is content to remain the unseen force behind this pervasive sound. He appreciates when audiences discover his involvement only through the credits, viewing it as an indication that his work serves the art rather than his personal fame. "I hope people aren’t even thinking about it," he said. "I hope they’re seeing the Apple logo and they’re hearing what I hope is the perfect way that sounds in their brain." This project highlights a growing trend in media where brief, meticulously engineered audio cues—known in the industry as "earcons"—are designed for maximum brand recall. As audio branding expert Dr. Lena Schmidt observes, "In today’s crowded digital landscape, a well-designed sonic logo can achieve in seconds what traditional advertising takes minutes to convey." In the streaming era, a few seconds of carefully crafted sound can resonate as powerfully as an entire song.