Finneas Creates Short Mnemonic for New Apple TV Rebrand

Los Angeles, CA — Grammy and Oscar winner Finneas has crafted a new mnemonic for Apple TV, replacing the former Apple TV+ branding. This brief series of sounds will introduce every Apple Original show and film, potentially becoming his most widely recognized work.

Finneas explained that a mnemonic serves a purpose similar to a logo but in an auditory form. He recalled popular examples, noting how familiar sounds can evoke memories tied to brands. “The classic mnemonics are like NBC’s chimes; you can hear them in your head,” he said.

His work on this project began when David Taylor, Apple’s Head of Music, approached him with the concept. The goal was to create a piece of music that was effective and memorable in a very short time. “This is a big challenge, but also the fun part,” Finneas mentioned.

Three versions of the mnemonic exist, each aligning with a minimalist style. The main version lasts five seconds, suitable for television shows, while a one-second version will feature in movie trailers, and a longer twelve-second version will play ahead of films like “Killers of the Flower Moon.” Finneas aimed to make the longer version feel cinematic and grand.

In a statement, Taylor expressed confidence in Finneas as a creative partner, emphasizing his deep connection to Apple’s ethos. He noted that Finneas delivered a sound that invites viewers into the Apple Originals experience.

Working from his home studio, Finneas utilized traditional instruments, starting with a hopeful piano chord while layering sounds he created with various materials. He remarked, “I wanted to make something that felt rich even if it’s short.”

Finneas shared that he worked closely with the visual logo for inspiration, which shaped the tone of the music. He finished the mnemonic within hours, initially considering multiple options but settling on one that resonated personally.

Reflecting on his long-standing relationship with Apple, Finneas acknowledged its role in supporting his career and the success of his sister, Billie Eilish. He sees Apple products as integral to his creative development.

Ultimately, while many viewers may not know his name, Finneas appreciates the thought that his music complements the viewing experience without drawing attention to itself. “I hope people aren’t even thinking about it,” he said. “I want to be part of their experience with Apple’s content.”