Sync Story: Apple/Cid Rim

Even a casual investigation into the life of Clemens Bacher reveals that he has a very technical mind. The Austrian musician and producer studied as a jazz drummer and, as Cid Rim, makes electronic music that defies categorisation, borrowing from jazz, hip-hop, ambient and more to form its shifting structures. All of which makes perfect sense of the fact that his 2022 track He Who Runs With The Flock Inevitably Follows Assess soundtracks the campaign for Apple’s iPhone 14.


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