Actor Taron Egerton made a direct, personal appeal to electronic music duo The Chemical Brothers to secure their track 'Go' for his forthcoming film, 'Apex'. The unusual approach appears to have paid off, as the 2015 hit has surged back into the UK Top 10 singles chart, demonstrating the significant impact of film synchronisation on a song's commercial fortunes.
Egerton, known for roles in 'Rocketman' and 'Kingsman', reportedly penned a letter to Tom Rowlands and Ed Simons of The Chemical Brothers, outlining his vision for the song's use within 'Apex'. This direct communication bypassed traditional music licensing channels, suggesting a strong personal connection or a deeply felt belief in the track's suitability for the film's narrative.
The track 'Go' was originally released in May 2015 as the lead single from The Chemical Brothers' eighth studio album, 'Born in the Echoes'. While it achieved moderate success upon its initial release, its recent re-entry into the UK Top 10 marks a significant resurgence, attributed by industry observers to the buzz surrounding 'Apex' and the song's prominent placement within the film's promotional materials or soundtrack.
This phenomenon underscores the enduring power of film and television to introduce or reintroduce music to a wide audience. Historically, songs featured in popular films have often experienced massive sales boosts, with examples ranging from 'Bohemian Rhapsody' after the film 'Wayne's World' to Kate Bush's 'Running Up That Hill' following its use in 'Stranger Things'. For artists, a well-placed synchronisation licence can mean renewed public interest, increased streaming figures, and a significant boost to their back catalogue's value.
The specific details of 'Apex', including its plot and release date, remain somewhat under wraps, but the early success of 'Go' suggests a strong promotional campaign is already in motion. For The Chemical Brothers, this provides an unexpected second wave of success for a track that is nearly a decade old, reaffirming their status as a seminal act in British electronic music.
This incident also highlights the intricate relationship between the film and music industries, where creative collaboration and strategic placement can yield substantial commercial and cultural dividends for all parties involved. It also serves as a reminder that a personal touch, even in an era of corporate negotiations, can still play a crucial role in securing creative partnerships.