British electronic music pioneers The Chemical Brothers have seen one of their tracks, 'Go', experience a considerable surge in streaming figures. The renewed interest in the 2015 single is directly linked to its prominent inclusion in the recently released film, 'Apex', starring Charlize Theron.
The phenomenon of older tracks gaining new popularity through film and television placements is a recurring theme in the music industry. Often referred to as the 'sync' effect, such placements can introduce music to new generations of listeners or re-engage existing fans, translating into significant boosts in streams, downloads, and even chart re-entries. For 'Go', a track originally released on their Grammy-nominated album 'Born in the Echoes', its feature in 'Apex' has clearly resonated with audiences.
The Chemical Brothers, comprised of Tom Rowlands and Ed Simons, have been a fixture in the UK music scene since the early 1990s. Known for their distinctive big beat sound and electrifying live performances, they have amassed a string of UK Top 10 albums and singles, earning numerous accolades including multiple BRIT Awards and Grammy Awards for Best Dance/Electronic Album. Their enduring appeal is a testament to their innovative approach to electronic music.
'Apex', the film responsible for this streaming uplift, is a high-octane action thriller featuring Charlize Theron in a leading role. The movie's soundtrack choices, including 'Go', are crucial in establishing its atmosphere and enhancing key scenes. The film is currently available to stream in the UK on a major platform, though specific details on which platform were not immediately available.
The sustained success of artists like The Chemical Brothers, even years after a track's initial release, underscores the lasting power of well-crafted music and the increasingly diverse avenues through which it can reach new audiences in the digital age. This trend also highlights the strategic importance of music supervision in film and television production.
Source: NME