Taken from this week’s Future Pop mailer. Click here to subscribe.
You probably don't think you've ever heard Ry X before, but when you listen to his song Berlin, you'll realise you have. It's the song from the Sony 4X TV ad! The sync deal has worked wonders for Ry X (real name Ry Cuming), a previously unknown Australian artist. Curious viewers sent Berlin up the Shazam chart, which led Radio 1 to choose it for their new(ish) feature, Track of the Day. Berlin is perfect for sync because it sounds better in a short clip than the full song. It goes nowhere – it just plods along, being all quiet and atmospheric, and then it stops. Ry should have paid more attention in English lessons – doesn't he know every story needs a beginning, a middle and an end?